Creating a wall mural to promote Lady Gaga’s Coachella performance
200
T-Shirts Given Away
over 1 thousand
Visitors stopped by to take picture
2 million+
Social Media engagements
Interscope Records
The Client
About the Client
Interscope Records was founded in 1990 and is a major American record label. Their parent company is Universal music group. They are famous for giving artists and producers complete creative control. Their clientele is vast and includes mega icons U2, Eminem and Lady Gaga. For this particular job, Interscope would be focusing on Lady Gaga who was going to be performing at the Coachella music festival in the Colorado desert.
Engage local users. Amplify worldwide
Create an experiential campaign combining out-of-home and digital advertising. Create high-impact awareness around Coachella with a mural while also driving fan engagement on social media on a limited budget.
Coachella is Full of ads
The road to Coachella is littered with hundreds of billboards all trying to promote the major acts performing at the festival as well as new album releases. It’s prime outdoor media real estate. But to stand out above the billboard noise along the route DASH TWO needed to come up with a different approach. We knew we needed to put a new spin on outdoor advertising by creating a unique event that profiled Lady Gaga and the Indio Community while also finding a creative way to engage Lady Gaga fans on social media.
A Mural on a Small Liquor Store with plenty of parking
The idea was simple and wildly effective. DASH TWO would find a great visual artist to create a mural of Lady Gaga on a suitable location. Then once completed, Lady Gaga would let her fans know about its location and fans who dropped by could have the opportunity to grab one of the 250 free limited edition t-shirts.
Global Reach
DASH TWO scouted locations and found the right one
DASH TWO’s particular expertise in creating outdoor advertising happenings that get people excited and engaged is one of the hallmarks of the DASH TWO offerings. We knew that the combo of a superstar like Lady Gaga combined with our outdoor advertising experience, spectacular visual and give away was going to spark excitement on social media.
The fantastic bonus is that the Indio community got to have this attention-grabbing mural painted on an established business –drawing additional traffic.
Mural with T-Shirt Giveaway equals success
In the first two hours of the mural reveal more than 500 people arrived at the scene. Fans swarmed the area eager to have their pictures taken on the fake lawn.
These images quickly made their way across various social media platforms casing a major buzz. There were almost half a million likes on Lady Gaga’s Instagram post regarding the mural ad. Salah Alwishah, the owner of the K&A Market and Yunes Laundromat, said that fans continued to visit the mural long after the t-shirt giveaway had ended. It was a pit stop they needed to make their pilgrimage to see Lady Gaga at Coachella 2017.
T-Shirts Given Away
Visitors stopped by to take picture
Social Media engagements
Social Amplification Works
Success was measured by both social amplification and immediate response for this project. Within minutes the project was a success within hours it was a huge success.
“We needed digital ad services, expertise in programmatic advertising and help with traditional media buying. DASH TWO really came through for us in all areas.”
-Interscope Records
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