Lady Gaga has partnered with Zynga on a multi-pronged collaboration to promote the release of her new album, Born This Way.
To promote the launch of her new album Born This Way prior to its May 23 release date, Lady Gaga has partnered with social gaming giant Zynga. Beginning May 17, the FarmVille farm inspired by the pop star, dubbed GagaVille will include items like crystals, unicorns, and sheep on motorcycles. Players will be able to unlock exclusive music streams of songs on the upcoming album in the game with the help of Clear Channel’s digital radio service iHeartRadio. Fans looking for extra incentives can take it one step further by going to a Best Buy store to purchase a $25 Zynga game card (allowing players to buy in-game items) for a download of the album plus bonus tracks.
Purchasers of the Zynga game cards will receive a special Lady Gaga unicorn and an opportunity to be one of seven winners spending a day on the set of the star’s next video shoot. Also, limited-edition Gaga items will be featured on Zynga’s RewardVille and Gaga-themed words of the day on Words With Friends. The multi-faceted campaign is the first time Zynga has collaborated with a global music artist on a cross-promotion on multiple games and platforms.
It will be interesting to see how the integration with FarmVille plays out with fans and affects album sales, since driving players off their farms and into stores to purchase in-game items is a novel idea.