Brands unite for Lady Gaga’s visit to Sydney

Vodafone, Universal Music Australia, MCM Media and Austereo have joined forces to create a branded content one-off for the visit of Lady Gaga to Sydney on July 13.

Sydney Town Hall is to be transformed into the Sydney Monster Hall for the event, branded Gaga Live.

The show will be hosted by Today Network’s Kyle & Jackie O, and will premiere nationally on Nine’s digital channel Go!, on radio across Austereo’s Today Network and Southern Cross Media networks, then by Channel V and online at

Vodafone and 3 customers will be able to view the show on their mobiles through Vodafone’s music store, Vodafone Central, and Planet 3 for 3 customers.

The only way fans will be able to get a ticket is by entering a Facebook competition. Entrants can win by posting a picture of themselves that demonstrates their inner monster. A central landing page for the event, at, links to a Facebook page for the competition that will go live on June 8.

The event is timed to coincide with the release of the artist’s new album, Born this Way, when Vodafone is to launch its All-Time prepaid recharge offer.

Simon Joyce, CEO of MCM Media, said: “This is brilliant example of a collaborative media approach between MCM Media and Austereo that works for our advertisers, media partners and music fans and this event will set a new benchmark for brand funded content solutions.”

“As the event producer, along with our media and agency partners we know we’ll deliver an extraordinary entertainment solution for Vodafone – and an amazing concert for ‘little monsters’ nationwide.”

Austereo director of entertainment content solutions, Grant Tothill, added: “The level of co-operation from all involved is a sign of the future in relation to creating scale and complete multi-channel campaigns with one common focus. By Australian standards, this is one of the biggest social plays of the year.”

The media agency behind the media tie-up is Ikon Communications.


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