Zynga Promo, Case study GAGAVILLE: LADY GAGA GOES TO FARMVILLE by Evolution Bureau, Zynga

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Industry Publishing, streaming & media, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market United States
Agency Evolution Bureau
Director Seth Gordon
Executive Creative Director Stephen F Goldblatt
Creative Director Evan Fry-John Reid
Art Director Aaron Feiger
Copywriter Jean Morrow
Editor Jim Hutchins
Agency Zynga
Released May 2011

Credits & Description

Category: Best Use of Branded Content & Sponsorship
Advertiser: ZYNGA
Product/Service: GAGAVILLE
Agency: ZYNGA
Executive Creative Director: Stephen Goldblatt (Evolution Bureau)
Creative Director: John Reid (Evolution Bureau)
Art Director: Aaron Feiger (Evolution Bureau)
Copywriter: Jean Morrow (Evolution Bureau)
Motion Designer: Devin Croda (Evolution Bureau)
Executive Producer: Craig Batzofin (Evolution Bureau)
Account Director: Martha Jurzynski (Evolution Bureau)
Broadcast Producer: Eric Rasco (Evolution Bureau)
Director Of Technology: Aaron Mcguire (Evolution Bureau)
Production Assistant: Graham Mooney (Evolution Bureau)
Information Architect: James Bowyer (Evolution Bureau)
Digital Production Company: (Byte Department)
Director: Seth Gordon (Moxie Pictures)
Director Of Photography: Joshua Hess (Moxie Pictures)
Editor: Jim Hutchins (Hutchco Technologies)
Flame Artist: Pete Mayor (Method Studios)
Colorist: Siggy Ferstl (CO3)
: Lady Gaga ("Born This Way")
Executive Producer: Lizzie Schwartz (Moxie Pictures)
Line Producer: Mary Rohlich (Moxie Pictures)
Assistant Editor: Joaquin Machado (HutchCo Technologies)
Executive Producer: Jane Hutchins (HutchCo Technologies)
Media placement: Video - YouTube - 16 May 2011
Media placement: Banner - YouTube - 16 May 2011
Media placement: Billboard - Freeway Billboard - 18 May 2011

Insights, Strategy & the Idea
In Spring 2011, Lady Gaga and Zynga partnered to release Gaga’s latest album, Born This Way, within Farmville. Our challenge was to raise awareness about the partnership and seamlessly integrate the worlds of Zynga and Gaga. The campaign highlighted the surprising synergy between Gaga and her little monsters and all the farmers in Farmville by revealing both are founded on creativity and self expression.

Creative Execution
To raise awareness, we released a film that revealed the harmony between these two seemingly different entities. YouTube takeovers, banners and out of home drove to the video and word quickly began to spread. A microsite served as the hub for all the Zynga and Gaga partnerships, from Gagaville, to Words with Gaga.

Results and Effectiveness
Within the first day, GagaVille received 7.9m hits, with 5.7m unique visitors. In the first three days, 3.4 billion Gaga crops were planted. To date, the video has over one million YouTube views.