Client

Interscope Records, an American record label owned by Universal Music Group.

Challenge

Promote the new single from Lady Gaga’s upcoming sixth studio album.

Goals

Lady Gaga is one of the world’s most popular musical artists, and she had not released an album since her wildly successful work on the movie “A Star Is Born” in October 2018. Interscope Records wanted to make a splash with the new single debut and to do it in a way that matches Lady Gaga’s larger-than-life personality.

She is all about her fans — a group she affectionately calls “Little Monsters” — who are incredibly active on social media. Any promotion for the new single had to be fan-oriented, something the Little Monsters could see, experience and share.

Interscope Records

Solution

Lady Gaga is bold and unapologetic. Her promotions need to reflect those qualities with eye-catching creative and innovative conceptualization.

With that in mind, DASH TWO implemented a billboard reveal of the new single, “Stupid Love,” timed to the exact moment when Lady Gaga announced it to her more than 81 million Twitter followers and almost 40 million Instagram followers.

Implementation


The billboard, located on the corner of Sunset and Roxbury in West Hollywood, only had a short window of availability, which ended up working out perfectly. The creative was revealed on Feb. 25. The billboard ran until March 1.


The limited advertisement gave the announcement an exclusive feel. There were no special effects on the board itself, made from standard vinyl. The drama flowed from the unique way the board was introduced, coinciding with Lady Gaga’s announcement, which immediately began trending on social media.


Here’s what she sent out to her followers the moment the billboard went up:


“STUPID LOVE”

THE NEW SINGLE BY LADY GAGA

OUT FRIDAY AT MIDNIGHT ET

#LG6


Results

The billboard reveal made a huge splash on Twitter and Instagram. Many fan accounts posted photos and video of the billboard, which featured a giant pair of lips and an image of Lady Gaga with pink hair and a pink bustier.

“Stupid Love” bowed at No. 1 on the Billboard Hot Dance/Electronic Songs Chart, just Lady Gaga’s second time topping that list.

Quote

“This is the first time I’ve ever seen this approach taken. She literally timed the announcement around the board. I ran from the install to the internet, and nobody beat her to the socials. It was just fun to take part in.” – Gino Sesto, founder, DASH TWO

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