Dismantling Lady Gaga's latest album Born This way marketing strategy

Lady Gaga, the mainland's "Miss Gaga", unveiled her third album, "Born this Way" this week, In addition to the attention of Amazon at the loss of millions of dollars to 9.99 U.S. dollars to rob itunes nearly 70% market share of the pie, during this time, we have occasionally noticed the following news:

Lady Gaga recently worked with Starbucks! 》

Lady Gaga recently worked with Zynga! 》

The news, even until this week, shows Lady Gaga and Pat! ", we have been all kinds of news" bombing "about a few weeks later, we can see clearly, what the goddess of cards this marketing campaign is doing! Here's a press release that throws a question:

How many units did the goddess Card have cooperated with during this period? I sorted the list as follows:

1. Starbucks (Starbucks) and goddess card cooperation, combined with qr-code two-dimensional barcode, has done a number of treasure-hunting activities.

2. The renowned community gaming business, Zynga and the goddess card, have created a new application "Gagaville".

3. The internet giant Google also works with the goddess of cards, a chrome ad that has the goddess Kaka appearing and her latest song.

4. The Luxury private sale website Gilt Groupe also cooperates with the goddess card, has the Goddess hand-picked clothes sale, but also has the VIP to be able to enjoy the special concert.

5. Famous 3C store Best Buy and Goddess card cooperation, as long as you bought a mobile phone and signed to bind, you will send a CD.

6. Disney's Game "Tap Tap Revenge" is launched again as long as you buy them for the goddess of the "Born this Way revenge" game, send you this time the Goddess Card album and other goddess content (this is their third cooperation).

7. Polaroid and goddess Kaka launched the photo printer GL-10, who struggled to sell in New York this week.

8. The famous clothing brand Tommy Hilfiger this week announced a series of special clothes for pop music, including the goddess Kaka, with Universal Music, the goddess Kaka's record maker.

Simply put, the Lady Gaga has done a series of stunning marketing demonstrations for the music industry, and according to Kaka's manager, their strategy is simply to find as many good "non-traditional marketing partnerships" as possible (non-traditional marketing partners) , and, more importantly, they are also trying to find more and better "non-traditional retail partnerships" (Non-traditional retailing Channels)! This type of marketing may not have any particular word to describe it, and we call it "short-term licensing marketing"

We see "empowerment" as one of the most important lines of this image, but this time Lady Gaga has the following three points:

Characteristic one, Goddess Card are authorized "product" cooperation rather than "endorsement", and directly help "consignment":

Lady Gaga is not a "TV commercial" that appears in a lot of products, and helps him to be a celebrity by the way. You can see that these huge marketing campaigns are "tied" very deeply, it was just that Lady Gaga was "melted" into the product, and even the merchant made a product for Lady Gaga, and then "sold" that product, "send" the goddess album, and then split it up with Goddess Kaka!

In other words, the usual thinking is the manufacturer's reputation as an entertainer, to touch her fans with the artist as a "pathway"; now, in turn, the goddess Kaka uses these vendors, the big brands, to build the reputations of these manufacturers, to touch their fans, and to get them to buy the latest CD of the Goddess card. Of course, not every entertainer can and big brand talk about this "co-brand" of the noble treatment, but this "win" nature, I believe that Lady Gaga is not the last one, there will be a lot of marketing activities, the sale of channels, will be used such "Artists + new Products" together to sell.

Special two, the goddess card cooperation manufacturers are very many, do not know how to do:

You'll find that Lady Gaga's operation during this time, in terms of size, time and cost, it's far more than her record company or brokerage firm can afford, and the most important thing is "creativity", each of which is pretty amazing, exactly how Lady Gaga works with so many vendors in the short term, And everyone can create such a big idea?

There is no public information to tell us, but I suspect that Lady Gaga must have each brand commissioned by the marketing companies, PR companies to "play", and his premise is: "Whatever you do!" "Because this is not the goddess card to help the company marketing, but please these companies in turn" to help the Goddess Card marketing, its licensing conditions must be very very wide, this is some of our Asian days after the king-level artists to learn a lot!

Features three, the goddess card partners are "short-term", only one commodity:

These manufacturers and shopkeepers have launched the objects or activities of Lady Gaga, just like their own activities, probably the most of the two months, this and the general artist licensing to the "product" above the way is quite different, therefore, the Goddess Card licensing content must also be different from the general, should be to "split" Mainly, do not have the right to pay each other?

Of course, such a short-term mandate is not necessarily a good thing, for example, now we all have the impression that Starbucks and goddess card cooperation, even if the next month is gone, until six months later, everyone still remember "goddess card is with Starbucks cooperation", at this time, if the goddess Kaka want to and another coffee shop Dunkin Donuts cooperation, Still can not clear before the crazy and other manufacturers of the impression of cooperation, how to do? But, I guess this is not what they concern, because the creative marketing of many tricks, as long as the head, you can come up with more creative methods of new eyes and ears, not afraid of the old remnants of the impression!

Interestingly, the goddess may not have to be so "troublesome", according to the press release, she has been on the cover of the major magazines, as well as various and popular music or music enthusiasts may see all the programs. But, above all, is purely a marketing ploy of Goddess fame and (perhaps) money, but in these "short-term licensing marketing", it gives Lady Gaga a cheaper way to reach the "new pathway" that Madonna's record hasn't hit before, selling more records!

Next time, Asian artists will not only be able to negotiate with the factory "short-term licensing marketing", perhaps even other play can be seen.

This article source: mr6.cc