In Spring 2011, Lady Gaga and Zynga partnered to release Gaga’s latest album, Born This Way, within Farmville. Our challenge was to raise awareness about the partnership and seamlessly integrate the worlds of Zynga and Gaga. We created an online video, outdoor advertising, YouTube takeovers and a branded microsite. The campaign highlighted the surprising synergy between Gaga and her little monsters and all the farmers in Farmville by revealing both are founded on creativity and self-expression.

To raise awareness, we released a film that revealed the harmony between these two seemingly different entities. YouTube takeovers, banners and out of home drove to the video and word quickly began to spread. A microsite served as the hub for all the Zynga and Gaga partnerships, from Gagaville, to Words with Gaga.

Within the first day, GagaVille received 7.9m hits, with 5.7m unique visitors. In the first three days, 3.4 billion Gaga crops were planted. To date, the video has over one million YouTube views.