Lady Gaga Dials Up Results for Virgin Mobile - Event Marketer

Lady Gaga Dials Up Results for Virgin Mobile

DB_Virgin Gaga_2012 Book
Brand: VIRGIN
Agency: MOTHER INDUSTRIES
Awards: EX AWARDS — BEST ACTIVATION OF AN ENTERTAINMENT SPONSORSHIP
Year: 2012

As a sponsor of Lady Gaga’s Monster Ball concert tour, Virgin Mobile integrated its phone service, a charitable overlay and the pop icon herself into a multi-tiered program that offered unique engagement experiences for fans and “little monsters” alike.

On stage during her shows, Lady Gaga dialed a Virgin Mobile-branded handset and had a conversation with one chosen winner in the audience. Her conversation was unscripted, but each call—played over the p.a. system—included a mention of Virgin Mobile’s donation to its Re*Generation campaign to help fight youth homelessness, and most winners were invited backstage after the show to meet Lady Gaga.

Virgin Mobile also created the Little Monster Pix Studio, where Gaga fans were invited to have their own professional photo shoot, with the resulting photos uploaded to ladyvirginmobile.com. Through a partnership with Polaroid, the company also set up a demo of the LG Optimus handset where fans could take their picture using the phone and then have it printed on a Polaroid GL 10 printer designed by Lady Gaga. The experiences sparked serious viral buzz.

More than 5,000 fans were photographed in the Little Monster Pix Studio, ladyvirginmobile.com received more than 240,000 page views with an average stay of just under five minutes, and new visits to the site increased by 69 percent from the previous years of Virgin-sponsored Lady Gaga tours.

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