Little Monsters across the globe were delighted by the news of an exclusive online showcase of Gaga's new album Love For Sale.
Westfield is as much an entertainment space as it is a place to shop and eat. For the launch of Lady Gaga’s ‘Love for Sale’ album, which took place during the pandemic, I lead the social and digital campaign for an experience that enabled fans globally to come together in both a changing physical and digital world. The campaign created a world around Lady Gaga and invited her audience to immerse themselves in a world of ‘jazz and Gaga’, based on creative cues from the album. There was a hybrid music performance shot in a sound studio in LA on an intimate, intricately-designed stage that took inspiration from the album’s jazz theme.
The broadcast ran live simultaneously online through platforms including Instagram Live as well as Fan Zones in 21 Westfield centres across 10 countries. Live cameras were used to intersect with broadcast and show live reactions from audiences globally. Fans could also place themselves at Lady Gaga’s piano for a picture moment, and confetti was released simultaneously across all 21 centres globally for the crescendo moment of her performance, mirroring the show itself where Lady Gaga was showered with confetti.
The global digital campaign reached millions via social, eCRM and DOOH – all driving sign-ups for the concert. Fans could tune in for an interactive digital experience, watch live on Instagram or attend a fan zone at Westfield.
GOLD WINNER at Campaign'S Experience Awards for Best CollabORATION | 21 FAN ZONES | 10 COUNTRIES | 1 LIVESTREAM
