Gaga Partners With Zynga For GagaVille
Lady Gaga and social game maker, Zynga, today announced a partnership that will support the launch of the hit artist's new album, “Born this Way,” by launching GagaVille, a neighboring community to the Zynga's hit game, Farmville. Launching May 17th, the game will give fans a chance to listen to exclusive un-released songs from the upcoming album by completing "quests." On May 20th, a broader selection of songs from “Born This Way” will also be available to players before the album is released to the public on May 23rd.
The promotion extends to retail with the full album being bundled as a free download with the purchase of a special Zynga $25 game card, available exclusively through June 11th at Best Buy. Seven players who redeem eligible game cards will win a day on the set of Lady Gaga’s next music video shoot.
“I want to celebrate and share ‘Born This Way’ with my little monsters in a special way that’s never been done before,” said Lady Gaga. “Zynga has created a magical place in FarmVille where my fans can come play, and be the first to listen to the album.”
The program reaches across across all Zynga platforms to extend Lady Gaga-themed rewards to other Zynga games including Farmville, CityVille and Vampire Wars. Lady Gaga will announce codes that unlock exclusive Lady Gaga-inspired limited edition virtual items (think Unicorns & Crystals) on 148 Clear Channel stations.
“We’re focused on creating cool new ways to entertain and surprise our players,” said Owen Van Natta, Zynga’s executive vice president of business. “Our partnership with Lady Gaga offers many new experiences: Exclusive access to music in-game, a mobile contest, a free album bundled with Zynga game card purchases and limited edition virtual items across ten Zynga games. We want to thank Lady Gaga for working with us on this truly great surprise.”
The deal shows how much gaming partnerships have changed over the past few years with social game makers, like Zynga, having the unique ability to go beyond the traditional licensing deal, to drive targeted consumer behaviors with time-sensitive offers. According to AppData, Zynga's FarmVille and CityVille now combine for over 130,000,000 monthly average users.