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 take40.com.
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 gagamonsterhall.com.au, 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.
Gaga seems to be the last pop star to be able to foster this level of engagement. Katie Perry at the Logies and appearing at Melbourne’s Myer centre doesn’t come close. Niche tastes and the fragmentation of the music industry mean the days of ubiquitous pop stars like Madonna and MJ are disappearing in the rear view mirror.
Them was the days. Get off my lawn!
User ID not verified.
Whoops – someone please tell these guys you can no longer use Facebook ‘likes’ as a competition entry mechanic…
User ID not verified.
It will not be the pictures with most likes, rather they will be chosen by the partners whose pages they are entered from.
User ID not verified.
Suggest you put a disclaimer on this part of your report
“….Vodafone and 3 customers will be able to view the show on their mobiles through Vodafone’s music store, ”
Something along the lines of …:some customers in some locations some of the time..
User ID not verified.
Gaga is doing some quality experiential media at the moment, big ups.
User ID not verified.
haha, great marketing by Vodafone until they ruin it by a providing a poor customer experience for anyone trying to watch it over their terrible mobile network. You should have sold this to Telstra – sadly they at least have a mobile network that can deliver live streaming to a handset…
User ID not verified.
Surely I’m not the only person who feels that Vodafone is only losing more face by blowing money on marketing rather than infrastructure? Maybe I’m over estimating the markets’ perception, but I don’t think so. I’m a recent Vodafone sufferer who escaped and am disgusted at what appears to be the ongoing lack of priorities from that business.
User ID not verified.
I HATE Lady Gaga
User ID not verified.
look forward to seeinh this event!!
User ID not verified.