Celebrity Endorsements - A Lesson from Lady Gaga
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In entertainment marketing, sponsorship plays a huge role in marketing partnerships. Polaroid revived its brand and products through a marketing partnership with Lady Gaga. Not only is she a talented performer and artist, she is also an astute business woman. This presentation will tell the story of Polaroid + Lady Gaga. To read more articles, go to: 1) http://mashable.com/2011/01/07/lady-gaga-video/ 2) http://mashable.com/2011/01/06/polaroid-lady-gaga-launch-new-line-at-ces/ -->
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Celebrity Endorsements - A Lesson from Lady Gaga
- 1. CELEBRITY ENDORSEMENTS A Lesson from Lady Gaga Callie Pak
- 2. The Polaroid In the growing digitalworld, Polaroid facedthe problem of servinga very small niche market. Decreasing interest fortraditional instant-film cameras Increasing capture and save digital cameras Polaroid photography was slowly becoming extinct Thus, Polaroid started to cease production of their instant films for Polaroid cameras
- 3. Polaroid appoints Lady Gaga In 2010, Polaroid executives appointed Lady Gaga to be their Creative Director Not only does Lady Gagahave talent, she’s an astute business woman. Allowed for maximum benefits of explicit endorsements without costliness of a regular sponsorship deal
- 4. In January 2010,Lady Gaga featured the Polaroid camera in her Telephone music video
- 5. It’s definitely common for products to be featured in TV programs, movies, and web videos. But in today’s largely digital marketplace, product placement in music videos can also mean big business: The video broke all VEVO single-day traffic records and generated close to 4 million view on YouTube in less than 24 hours
- 6. Polaroid & Lady Gaga Launches a New Line at 2011 International Consumer Electronics Show
- 7. Polaroid Grey Label Line GL 10 GL20GL30 A Collaboration Between Two of the Most Influential Icons of Our Time, Polaroid Grey Label Comes to Life With Three New Products That Showcase the Magic of the Polaroid Instant Experience
- 10. The Power of Gaga The Power of Gaga The Most Followed Person on Twitter 9 Million Followers on Twitter 2nd Most Watched on YouTube
- 12. Forbes List of 100 Most Powerful & Influential Celebrities
- 13. Forbes World’s 100 Most Powerful Women
- 14. Artist of the Year in 2010
- 15. Top Selling Artist of 2010
- 16. 15 Million Albums Sold Worldwide
- 18. Fans were given the chance to take photos in front of Virgin Mobile’s Photo Booths. They received Polaroid Instant-Film Photos as a souvenir. This helped to showcase Polaroid’s GL10, GL20, and GL30.
- 19. Fans could go on Virgin Mobile’s Website to see their photos.
- 21. Thank You! Callie Pak www.twitter.com/calliepak
Notes de l'éditeur
- A few years ago when Polaroid announced that the company was ceasing their production of instant films for Polaroid cameras, fans rushed to buy the last packs of instant film. Due to the prominence of a growing digital world, Polaroid photography was slowly retiring and becoming extinct.
- Last year, Polaroid executives appointed Lady Gaga to be their Creative Director. Shortly after, Lady Gaga further acknowledged this new marketing partnership through a Polaroid product placement in her Telephone Music Video with Beyoncé. Not only does Lady Gaga have talent, she’s an astute business woman. By establishing the partnership with Lady Gaga and appointing her as their creative director, Polaroid was able to get the maximum benefits of explicit endorsement without the costliness of a regular sponsorship deal.
- Featured throughout “Telephone” are shots of a Virgin Mobile cellphone, a nod given to the mobile sponsor of Gaga’s Monster Ball tour, as well as a Polaroid camera and photo booth as part of Gaga’s new role as the camera company’s creative director. Several characters are also seen listening to music on Heartbeats by Gaga headphones from Interscope Music and surfing the internet on the “Beats” laptop from Hewlett Packard, all of which were unpaid extensions of Gaga’s marketing partnerships.
- It’s definitely common for products to be featured in TV programs, movies, and web videos. But in today’s largely digital marketplace, product placement in music videos can also mean big business:[The video’s] premiere airing on E! News, after the network’s 11 p.m. ET time slot, attracted 833,000 viewers, a 32% increase from the network’s average performance in the time slot. The video broke all Vevo single-day traffic records and had already generated close to 4 million views on YouTube in less than 24 hours.
- At the 2011 Consumer Electronics Show, Polaroid executives with their creative director, Lady Gaga announced a new line of Polaroid gadgets including the GL10, GL20, and GL30.. For a company like Polaroid to partner with Lady Gaga, they were definitely able to establish a new direction for the company.
- A Collaboration Between Two of the Most Influential Icons of Our Time, Polaroid Grey Label Comes to Life With Three New Products That Showcase the Magic of the Polaroid Instant Experience
- The original concept of Lady Gaga’s polarized vision glasses
- So why does Lady Gaga matter? How does she benefit Polaroid?The Most Followed Person on Twitter9 Million Followers on Twitter2nd Most Watched on YouTubeTime’s 100 Most Influential People in the WorldForbes List of 100 Most Powerful & Influential CelebritiesForbes World’s 100 Most Powerful Women7thArtist of the Year in 2010Top Selling Artist of 201015 Million Albums Sold Worldwide51 Million Singles Sold Worldwide
- The Most Followed Person on Twitter9 Million Followers on Twitter2nd Most Watched on YouTubeTime’s 100 Most Influential People in the WorldForbes List of 100 Most Powerful & Influential CelebritiesForbes World’s 100 Most Powerful Women7thArtist of the Year in 2010Top Selling Artist of 201015 Million Albums Sold Worldwide51 Million Singles Sold Worldwide
- Furthermore, the partnership extended to be incorporated into Lady Gaga’s Monster Ball Tour (her concert). Fans were given the chance to take photos in front of Virgin Mobile’s Photo Booths and they received Polaroid Instant-Film Photos as a souvenir. This helped to demonstrate Polaroid’s GL10, GL20, and GL30. Flyers and product pamphlets were given out too.
- Furthermore, fans could go on Virgin’s Website to see their photos.
- Aside from Lady Gaga’s marketing partnership with Polaroid, she has also had sponsorship / endorsement opportunities with Miracle Whip (paid), Wonderbread (unpaid), Vodka, Hewlet Packard (unpaid) , Beats by DrDre (paid), Virgin Mobile (unpaid – they are HER tour sponsors), and of course Mac’s Viva Glam