Skype Engages Lady Gaga Fans in its Product Suite
They say music is the universal language, so to promote its mobile suite of products among a global audience of youthful influencers and social connectors, Skype aligned itself with a world-class musician with 36 million Twitter followers, 60 million Facebook fans and her own proprietary social network on Littlemonsters.com—Lady Gaga.
As official sponsor of her eight-month Born This Way Ball tour, Skype’s multi-channel platform included the skypeball.com microsite, onsite engagement, an online sweepstakes, social media tie-ins and a comprehensive marketing plan. Before the show, skypeball.com featured behind-the-scenes content and an online contest for a chance to become official concert video-blogger at one of the tour stops.
On-site fans could record messages in video booths to share with friends via skypeball.com. Brand ambassadors and on-site activation promoted Skype Photo Sharing technology via the mobile app. Geo-fencing technology automatically pulled user-generated images and Tweets from the concert into a gallery on the microsite.
After the show, fans could access and share photos and video content from the microsite as well as enter a sweepstakes to win a chance to participate in a Skype Group Video Chat with Lady Gaga herself. After Lady Gaga canceled the remaining 22 stops in her North American tour due to hip surgery, the skyball.com show went on, repositioned as a “Get Well Gaga” campaign in which fans submitted get-well messages to the singer using Skype Photo Sharing and social media networks such as Twitter and Facebook. We say Skype was the real star of the tour.