Lady Gaga’s coffee fix
by Chris Reed
Lady Gaga is the world’s most powerful pop star with 34 million facebook fans and 10 million Twitter followers. When ever she eats a bowl of pasta tens of millions of very sad people know about it instantly! Beyond the celebrity façade she does have a new album out which I’m sure you have been bombarded with (we haven’t been here in Singapore, possibly because she is banned in China and is a bit risqué for Singaporean tastes!). She has created an interesting brand partnership with Starbucks on the heels of her ‘Born This Way’ release date this week.
Gaga and Starbucks will launch an online scavenger hunt across Facebook, Twitter and Foursquare. The singer’s desperate fans will have to search for clues in order to win a variety of items, including the grand prize of tickets to a concert on Gaga’s 2012 world tour. Wow! 2 frappuccinos for me please! Apart from the supposed positive brand association I can’t actually see what Starbucks get out of this partnership apart from trying desperately to gain some coolness from the hottest act on the planet.
To celebrate her record release day, US Starbucks customers will be able to stream the entirety of ‘Born This Way’; download her latest single, ‘The Edge of Glory’; and watch an exclusive video from the in-store Starbucks Digital Network. They can presumably do this in a Starbucks while they share a single coffee between five of them while other customers are patiently waiting for their table!
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http://community.brandrepublic.com/blogs/chrisreed/archive/2011/05/26/lady-gaga-s-coffee-fix.aspx