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The one-woman marketing machine is ready for an all-out blitz for the release of her new Interscope album, Born This Way, next Monday (5/23), with a comprehensive launch plan that includes shipping 2 million albums to a variety of retail outlets as well as a flurry of TV appearances.
INTERSCOPE GOO GOO FOR GAGA
Promotion for Born This Way Release Next Monday Includes Massive Retail Presence, Performances on American Idol, SNL, Letterman
If it seems like Lady Gaga is everywhere next week, that’s because she is.

The one-woman marketing machine is ready for an all-out blitz for the release of her new Interscope album, Born This Way, next Monday (5/23), with a comprehensive launch plan that includes shipping 2 million albums to a variety of retail outlets as well as a flurry of TV appearances.

The unprecedented campaign is being orchestrated by the label’s sales and marketing guru Steve Berman and manager Troy Carter, and no stone has been left unturned.

Among the 21,000 non-traditional retailers who will be carrying the album are pharmacies CVS, Rite Aid and Walgreens, the latter with a circular ad, as well as Whole Foods, Costco, Nordstrom, Hot Topic, Radio Shack (with circular), Guitar Center, girl’s fashion chain Mandee’s, women’s clothing outlet Dots, Starbucks and a Gilt coupon promotion (an online Groupon-style discount offering). That’s in addition to a massive direct-to-consumer push.

Gaga has been ubiquitous on some of TV’s most popular programs. She appeared as a mentor with Jimmy Iovine on last week’s American Idol, giving advice to the four finalists, and will perform on the show’s finale a week from Thursday (5/26). Gaga will also appear on this weekend’s final Saturday Night Live (5/21) featuring host Justin Timberlake.

On day of release (5/23), Lady will be featured on The Late Show with David Letterman, with several morning show appearances also on tap.

The title track to the album became the fastest selling single in iTunes history, selling one million copies in five days, when it was released in February.

The fourth single from the album, "Hair," hit yesterday, following the title track, "Judas" and "The Edge of Glory.”

Gaga hit Europe last week, performing briefly on the sidelines of the Cannes film festival, was the guest editor of the London-based global free newspaper Metro, appeared on Radio One and has teamed up with Zynga’s popular online social game Farmville to create Gagaville, stream select songs and offer special promotions.

Starting today, Farmville players can access a Lady Gaga-branded farm decorated with themes from the “Born This Way” music video. Players can also unlock and stream one new song off the album per day between May 17 and 19. Between May 20 and 23, players can unlock and stream “a significant portion” of songs from the album. Non-Farmville Zynga players can also access Gaga-branded items through Rewardville to display across Cityville, Frontierville, Mafia Wars, Zynga Poker, Café World, Treasure Isle, Yoville, Petville, and Vampire Wars.

The promotion continues with Zynga’s $25 game cards at Best Buy. Customers who purchase the card automatically receive an exclusive Gaga unicorn animal, a free download of the Born This Way album on street date, and the chance to win a pass to watch Lady Gaga tape her next music video. There is also a wide-ranging Yahoo campaign on tap.

Early estimates of first-week sales range widely from 500k to 750k.

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