Zynga, Lady Gaga Launch Massive Cross-Promotion That Spans FarmVille, Words With Friends

Zynga announced a “GagaVille” promotional campaign with pop music icon Lady Gaga today that spans FarmVille, RewardVille, and iOS/Android title Words With Friends. The campaign is timed to coincide with the May 23 release of the singer’s latest album, Born This Way.

Starting May 17, FarmVille players can access a Lady Gaga-branded farm decorated with themes from Lady Gaga’s “Born This Way” music video. Players can also unlock and stream one new song off the album per day between May 17 and 19. Between May 20 and 23, players can unlock and stream “a significant portion” of songs from the album. Non-FarmVille Zynga players can also access Gaga-branded items through RewardVille to display across CityVille, FrontierVille, Mafia Wars, Zynga Poker, Café World, Treasure Isle, YoVille, PetVille, and Vampire Wars.

The promotion continues with Zynga’s $25 game cards at Best Buy. Customers who purchase the card automatically receive an exclusive Gaga unicorn animal, a free download of the Born This Way album when the street date hits, and the chance to win a pass to watch Lady Gaga’ tape her next music video.

The promotion also extends to Zynga’s iOS/Android title, Words With Friends, where the developer will reveal a word-of-the-day that users can try to play within matches for the chance to win free tickets to Lady Gaga’s next tour, plus a signed copy of the Born This Way album. Winners are selected at random at a rate of one per day between May 17 and May 26.

Lady Gaga’s Born This Way has been the subject of much criticism in the music community for the title single’s resemblance to several older songs from pop singer Madonna. Critics also question the high volume of tracks released ahead of the album street date. By May 23, four singles from the album will have been released and Zynga players may well have heard more than that by the time the GagaVille campaign ends.

In any case, we view GagaVille as another step Zynga is taking toward making its games a “weekly release” platform for upcoming media, though this goes beyond the company’s previous campaigns with motion pictures. You can read more about Zynga’s promotional campaign plans in our article series on brand integration within social games.

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9 Responses to “Zynga, Lady Gaga Launch Massive Cross-Promotion That Spans FarmVille, Words With Friends”

  1. Zynga Games See Spikes In This Week’s List of Fastest-Growing Facebook Games by DAU says:

    [...] Earlier this week, Zynga announced a themed campaign in FarmVille around pop singer Lady Gaga’s upcoming album, Born This Way. FarmVille players can enter a Gaga-themed farm filled with unicorns and sheep riding motorcycles as well hear a significant number of songs in-game from the soon-to-be-released album. The campaign launched in FarmVille just yesterday, making it unlikely to be the only contributing factor to the game’s appears on today’s top 20 list. The full impact of the campaign will likely become apparent early next week when Born This Way is released. [...]

  2. Enrique Iglesias, Play With It! Paves Way For Social Music Gaming Platform says:

    [...] was also intrigued to see Zynga’s recent deal with Lady Gaga but believes that artist-specific apps such as Enrique Iglesias, Play With It! as well as the [...]

  3. GagaVille Pushes FarmVille Toward the Top of This Week’s List of Fastest-Growing Facebook Games by MAU says:

    [...] this week’s list of fastest-growing Facebook games by monthly active users on the heels of a massive Lady Gaga promotion for the singer’s newest album. Looks like CityVille also got a lift, according to our traffic [...]

  4. Gaga This Way (#8) « Wright Girl On Television and Public Relations says:

    [...] artists can’t even get their die hard fans to buy their albums, Gaga has become the mother motivator of her fan base. Lady Gaga Uses Digital Downloads to Score Album [...]

  5. The Maturing Market For Brand Integration With Social Games: Medium Integration says:

    [...] Zynga deviated from this “natural fit” approach to medium level integration with its extensive Lady Gaga promotion run through FarmVille. We’ll explore that campaign in a section below; for now, however, we name [...]

  6. The Future of Social Gaming » Social, Zynga, Facebook, Google, Games, Millionen » DIGITAL AFFAIRS says:

    [...] wieder Promotionmöglichkeiten für Unternehmen. Prominentestes Beispiel dafür ist GagaVille, eine massive Kampagne von Lady Gaga in Kooperation mit Zynga, die Usern das neue Album von Lady Gaga näherbringen sollte und es erlaubte einzelne Songs des [...]

  7. Inside Social Games · Facebook’s Top Farming Games By Traffic says:

    [...] that number, with a downward trend that continued into May 2011. At that point, Zynga launched a branded FarmVille ad campaign linked to pop star Lady Gaga that created a short-term increase in DAU and MAU; a complete expansion launched in September also [...]

  8. Inside Social Games · What Does Life After IPO Look Like For Zynga? says:

    [...] franchise to launch a growing companion social game. It also experimented with content releases for major media brands and celebrities to drive engagement in its existing games. Zynga has also launched some games in new genres, like [...]

  9. Zynga’s ad leader Anekal departs for mobile adversing company Kiip says:

    [...] in its main titles, and was behind some of Zynga’s biggest in-game promotions, like Lady Gaga’s “GagaVille” promotion for her album Born this Way, as well as recent deals with Farmers [...]

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