Skype Microsite is a Social Hub for Lady Gaga Fans
The global youthful influencers and social connectors Skype was trying to reach via its sponsorship of Lady Gaga’s Born This Way Ball tour would probably agree that the star of this show was the branded microsite, skypeball.com, and the campaign’s social media tie-ins. Both offered organic opportunities for fans to learn about Skype’s social and mobile products such as Group Video Chat and Photo Sharing, as well as enjoy the concert at the show and at home. Technology enabled Skype to continue to message and relate to fans throughout the tour lifecycle—before, during and after the show.
As an official sponsor of the tour, which ran from August 2012 through April 2013, Skype reached socially active fans in Brazil, Mexico, Russia, the U.K. and the U.S. via the skypeball.com branded microsite, on-site engagement at the concerts, online sweepstakes and contests, social media tie-ins and a comprehensive media plan. On-site video booths provided an opportunity for concert-goers to record shout-outs and testimonials to share with friends on social media and through the skypeball.com microsite. Geo-fencing technology captured content that concert-goers uploaded and shared such as Tweets and Instagram photos and provided a social gallery for fans to access and share on the Skypeball.com site. Concert-goers didn’t have to alter their social media behavior at all—no need for a special hashtag or separate uploading of content. Posts to social media were automatically uploaded and shared.
Two elements streamlined the process: geo-location that filtered location (venue) and time (show time) to isolate the right users, and a smart curation process filtered the content for relevance and appropriateness. Fans could enter a sweepstakes to participate in a Group Video Chat with Lady Gaga, utilizing Skype’s group chatting technology. Fans that didn’t win could tune in to watch the GVC in action. And after Lady Gaga cancelled the remaining 22 stops on the North American tour due to a hip injury, the skypeball.com microsite was reactivated as a “Get Well Gaga” campaign that enabled fans to submit get-well messages to the musician via Skype Photo Sharing and social media networks such as Twitter and Facebook. Before the show, skypeball.com featured exclusive behind-the-scenes content that offered fans an inside look into the preparation for the tour. Local fans could enter an online contest to become an official concert video-blogger at one of the tour stops.
After the show, fans could access and share their photo and video content from the microsite. We give Skype’s tour sponsorship a Standing O for enhancing the fan experience and demonstrating to the music industry that Skype is a viable promotional partner for artists and a preferred communication channel with fans. Bravo!