{"id":10553,"date":"2014-08-04T00:00:00","date_gmt":"2014-08-03T16:00:00","guid":{"rendered":"https:\/\/brand.gamania.com\/gvoice\/10553\/"},"modified":"2020-07-30T16:53:45","modified_gmt":"2020-07-30T08:53:45","slug":"take-a-peek-at-lady-gagas-born-this-way-marketing-strategy","status":"publish","type":"post","link":"https:\/\/brand.gamania.com\/gvoice\/en\/10553\/","title":{"rendered":"Take a Peek at Lady Gaga\u2019s Born This Way Marketing Strategy"},"content":{"rendered":"\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/08\/VOL.-38_marketing_1-1.jpg\" alt=\"\" class=\"wp-image-33017\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size\">The two of most vibrant and active \u201cbrands\u201d in the world: Lady Gaga who has over 36 million fans following her on Facebook and Starbucks with 22 million fans. What sparks would they ignite when they collaborate?&nbsp;<\/p>\n\n\n\n<p class=\"has-normal-font-size\">In May 2011, Lady Gaga launched her much anticipated new album, Born This Way, comprising over dozens of brands such as Starbucks, Google, Amazon, members-only Luxury website, Gilt, Tapulous (music&amp;game), Robin Hood (charity group) and Zynga etc, among which, the most interesting collaboration were the ones wih Starbucks and Zynga.&nbsp;<\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Lady Gaga + Starbucks = SRCH ( Search )<\/strong><\/h5>\n\n\n\n<p class=\"has-normal-font-size\">Starbucks and Layd Gaga jointly held a SRCH treasure hunt game combining the internet and the real world. The game consisted of 7 puzzles and each will be announcing weekly. The one who solves the puzzle will gain prizes such as USD 10 on-the-go card, USD 25 iTunes voucher or earphones from Heartbeat etc.&nbsp;<\/p>\n\n\n\n<p class=\"has-normal-font-size\">The level of difficulty isn\u2019t high but it does take time to solve the puzzle. The answers all revolve around Gaga\u2019s new album. Take the puzzle for the 2nd&nbsp;round for example, the first clue was \u201cyrolg f_egde I dna uoy lepahc\u2026\u201d which no one really understands but after decoding it, you\u2019ll realize that it\u2019s a song from Born This Way album written backwards. After you fill out all the blanks in the puzzle, you would get \u201cOIBREHHCRS\u201d which reads \u201cSrch Her Bio\u201d backwards. After you enter into Lady Gaga\u2019s official website and click on her official bio, you will encounter an odd sentence, \u201cSRCH WAS HERE\u201d which is a link you can click on. It will redirect you to a picture of \u201ccertain Starbucks\u201d on the fans page where you need to find out where exactly that branch locates in. Using \u201cEast 41\u201d on the picture as a clue and use it to search on the official website of Starbucks then you will know the exact location of this branch. After you click on it, the grand prize would be yours. However, you need to be fast because only the top 100 winners would get this prize.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/08\/VOL.-38_marketing_1-2.jpg\" alt=\"\" class=\"wp-image-33018\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p style=\"font-size:14px\" class=\"has-text-align-center\">\u25b2Different puzzles were introduced and each with various clues for you to solve.&nbsp;<a href=\"http:\/\/www.frappuccino.com\/srch\">http:\/\/www.frappuccino.com\/srch<\/a><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/08\/VOL.-38_marketing_1-3.jpg\" alt=\"\" class=\"wp-image-33019\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p style=\"font-size:14px\" class=\"has-text-align-center\">\u25b2You need to find \u201cSRCH WAS HERE\u201d in this densely written bio of Lady Gaga.<a href=\"http:\/\/www.ladygaga.com\/bio\/default.aspx\">http:\/\/www.ladygaga.com\/bio\/default.aspx<\/a><\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/08\/VOL.-38_marketing_1-4.jpg\" alt=\"\" class=\"wp-image-33020\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p style=\"font-size:14px\" class=\"has-text-align-center\">\u25b2Look for the next clue in the picture.&nbsp;<a href=\"http:\/\/www.facebook.com\/photo.php?fbid=223446824334133&amp;set=o.22092443056\">http:\/\/www.facebook.com\/photo.php?fbid=223446824334133&amp;set=o.22092443056<\/a><\/p>\n\n\n\n<h5 class=\"wp-block-heading\"><strong>Lady Gaga + Zynga = Gagaville<\/strong><\/h5>\n\n\n\n<p class=\"has-normal-font-size\">Lady Gaga\u2019s charm is so overwhelming that even the hottest game on Facebook, Farmville can\u2019t help but collaborate with her. Zynga developed a series of bizarre crops and animals that match with the style of Lady Gaga\u2019s latest album and even made a short commercial film about it. As long as you could finish the mission with 24 hr of time, you could win exclusive prizes such as sheep that rides motorcycles or covered with crystal, a horse with Gaga\u2019s hair style or unicorns etc.&nbsp;<\/p>\n\n\n\n<p class=\"has-normal-font-size\">This 10-day campaign consisted of different tasks\/missions for you to solve every day. For example, as long as you visit Gagaville, possess 3 VIPs, visit three neighbors then you could unravel a new song, gain motorcycle sheep and 100 points on experiences and NT2500. That is to say, if you do it by the campaign you could listen to all of the new songs from the album.&nbsp;<\/p>\n\n\n\n<p class=\"has-normal-font-size\">Lady Gaga remains to be one of the most exciting and antipated singers around the world. I\u2019m sure her album would still be a hit even without any collaboration. But the reason for her dedicated promotion has largely to do with her securing her status of being the diva of \u201cFashion, Topic and Trend\u201d. Because of what she\u2019s done, her existing fans love her even more and the new joined consumers get to know her beyond her music. This is how Lady Gaga rocks the world&#8211; Lady Gaga style!&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/brand.gamania.com\/gvoice\/wp-content\/uploads\/2014\/08\/VOL.-38_marketing_1-5.jpg\" alt=\"\" class=\"wp-image-33021\" width=\"720\"\/><\/figure><\/div>\n\n\n\n<p class=\"has-normal-font-size\"><a href=\"http:\/\/www.zynga.com\/ladygaga\/gaga.php\">http:\/\/www.zynga.com\/ladygaga\/gaga.php<\/a><\/p>\n\n\n\n<p style=\"font-size:14px\"><br><br><br><br><strong>About Author<\/strong><br>Mika, Internet Marketing Observer<br>Born in the 60s, Mika has worked in the field of consumption marketing for decades. He experienced brand strategy, product concept all the way to official launch. He cars about traditional marketing model as well as the changes arise from Web2.0 and social media.\u00a0<br><a href=\"http:\/\/jabamay.blogspot.com\">jabamay.blogspot.com<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The two of most vibrant and active \u201cbrands\u201d in the worl [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":33017,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1971,1976],"tags":[2746],"class_list":["post-10553","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-2-columns_en","category-2-2-columns_on_market_trend_en","tag-mz_vol_38_en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\r\n<title>Take a Peek at Lady Gaga\u2019s Born This Way Marketing Strategy - \u6a58\u4eba\u8a8c G!VOICE<\/title>\r\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\r\n<link rel=\"canonical\" href=\"https:\/\/brand.gamania.com\/gvoice\/en\/10553\/\" \/>\r\n<meta property=\"og:locale\" content=\"zh_TW\" \/>\r\n<meta property=\"og:type\" content=\"article\" \/>\r\n<meta property=\"og:title\" content=\"Take a Peek at Lady Gaga\u2019s Born This Way Marketing Strategy - 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