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Driving Tune In with Digital Video

Goals:

Drive tune in for Lady Gaga’s Pepsi Zero Sugar Super Bowl LI Halftime Show.

CLIENT 

INTERSCOPE RECORDS 
LADY GAGA

STRATEGY:

Following the release of her fifth studio album, Joanne, this campaign drove tune in, reaching younger sports and Lady Gaga fans with strategic video placements.  To reach cord-cutting millennials, our plan ran pre-roll video across strategic video streaming outlets.  The pre-roll units selected were non-skippable and enjoyed a 100% share of voice (SOV).  The plan utilized demo and behaviorally targeting and video outlets spanned across OTT, desktop, mobile, and tablet devices.

RESULTS:

The plan over-delivered on impression goals and successfully boosted awareness of Lady Gaga’s halftime performance.  Her performance was among the most-watched of all time and considered one of the best halftime performances in the Super Bowl’s 51 year history. 

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