USA Today reports that Starbucks is partnering with Lady Gaga to make the singer a major digital and promotional presence in the company’s U.S. stores through June 3. Starbucks brewed up the promotion to keep them in tune with their young, yet difficult to reach, audience. For Lady Gaga, it’s all about the enormous publicity in venues frequented by most of her 32 million Facebook fans and 10 million Twitter followers.
“Teaming up with Starbucks means she’s the ultimate sell-out,” says Robert Thompson, professor of pop culture at Syracuse University. “But that’s no longer an insult. To be part of what everyone is consuming is a rarity that only happens at the Super Bowl.”
Starbucks is kicking off the promotion on with a Gaga-filled scavenger hunt on all of its digital platforms. There are plenty of prizes throughout, but the top winner gets exclusive access to a Lady Gaga concert during her 2012 world tour.
The campaign is timed to coincide with the May 23 release of Lady Gaga’s new CD, Born This Way. That day, Starbucks customers in the U.S. will have the chance to stream the new album, download her new song Edge of Glory and watch a video from the in-store Starbucks Digital Network.
With the worldwide youth appeal of Lady Gaga, Starbucks is perfectly poised to enjoy the perks of this iconic partnership
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Written by Michael Del Gigante