Starbucks to Promote Lady Gaga’s New Album ‘Born This Way’

Filed in Uncategorized by on May 19, 2011 0 Comments

Is Lady Gaga a sell-out? With the singer and performer’s new marketing strategy, some are claiming she is. She’s worked out a promotion deal with Starbucks to market her new album Born This Way, which goes on sale May 23, 2011.

Lady GaGaThe Lady Gaga promotion campaign will run through June 3rd in Starbucks locations and it takes a variety of forms. In a somewhat traditional marketing tactic, the coffee chain will stream the new album on their Digital Network.

But they’re also taking the promotion online, by creating an iPhone scavenger hunt across all their online properties, including Facebook, FourSquare, and Twitter. The winning scavenger gets to go to Lady Gaga’s 2012 World Tour, as well as receive other top prizes.

While some say this is a carefully orchestrated campaign, it sounds unnecessary, and, yes, a bit of a sell-out for an icon that doesn’t usually market herself in the usual way.

Will you be participating in the Lady Gaga scavenger hunt? And do you think it will it encourage you to buy her new album?

© 2011 Elizabeth SanFilippo at

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