CASE STUDY: LADY GAGA’s BORN THIS WAY
TARGET: FUSE Audience, Pop Music Fans
GOAL: To promote and build excitement for Lady Gaga taking over the FUSE Music Channel for a day and to promote her release Born This Way. To maximize the consumer awareness and PR exposure for FUSE to drive tune-in.
STRATEGY: FILTER Creative Group coordinated and produced a flash mob of Lady Gaga impersonators and other characters who would perform a choreographed presentation on a branded subway train in Manhattan and perform a flash mob dance at the 42nd Street subway station.
RESULT: FILTER Creative Group successfully increased the overall visibility for FUSE and their Lady Gaga takeover upon the release of the new record. The promotion was so successful that Lady Gaga's label, Interscope, decided that they wanted to use the Gaga flash mob in other promotions.