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Case Study Time: Gaga’s ‘Workshop’ Gets Big Results from Digital Campaign

Last holiday season, Lady Gaga brought her bizarre antics to Barneys New York (see sizzle video below), installing a “workshop” with various colorful sets and items like purple unicorn stockings and a $95.00 shoe cookie. More of an experience than a shop, the project required an equally exciting digital campaign that could convey the in-store vibe.

Barney’s partnered the pop starlet’s agency Atom Factory, New Haven, CT shop Digital Surgeons and Foursquare to reward visitors with a “Gaga’s Workshop Badge,” install Gaga inflatables around NYC, and give Gaga fans the ability to make themselves into “Little Monsters” (of the cartoon variety) online. They compiled the impressive results (four-billion impressions in two months) into the digital campaign case study you see above.  Worth a watch, because this is a digital campaign done right.

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