The Brief

Lady Gaga had a plan to fly to Japan to promote her new album "ARTPOP." We were asked to create something that would give an extra buzz around this event.

Describe how the promotion developed from concept to implementation

We worked with a company that specializes in synthetic “love dolls” to create a series of life-sized dolls, which looks exactly like Lady Gaga so they can travel around Japan instead of her. Not only did they look just like Lady Gaga, but they also had a built in bone conduction speaker unit. Fans were able to hug the doll to listen to the new album and a special message to the Japanese fans.

Describe the success of the promotion with both client and consumer including some quantifiable results

Gagadolls quickly became a phenomenon, as soon as Lady Gaga posted the pictures with them to her 40,000,000 fans on Twitter. And appeared on multiple TV shows, where in one, they actually performed together with the real Lady Gaga. As a result, the dolls generated crazy amount of buzz not only in Japan but around the world, helping to promote the album. The dolls are now available to be rented, to your party, exhibition, events, etc through the website. They will be traveling around Japan to further promote the album.

Explain why the method of promotion was most relevant to the product or service

Lady Gaga is known for her crazy fashion and innovative ways to communicate with her fans. We wanted to maintain that level of craziness and also inject a sense of Japanese wierdness to strenghthen the buzz factor of the promotion.