- Mastercard is supporting the launch of Lady Gaga’s recent album “Mayhem” with exclusive fan experiences tied to the singer’s latest single, “Abracadabra,” in line with a press release.
- The payments company helped unveil “Abracadabra” in a business across the Grammy Awards Sunday night and published the video for “Abracadabra” on its YouTube page. The brand is inviting Little Monsters — a term for die-hard Gaga fans — to recreate the song’s dance moves on TikTok, Instagram and other social platforms.
- Those who submit their #MastercardGagaContest routines have the possibility to seem in an upcoming fan version of “Abracadabra” and win a visit to a Club Mayhem dance party hosted by Gaga. In addition, Mastercard will post behind-the-scenes content for “Mayhem” on its social channels in the lead as much as the March 7 release.
Mastercard further deepens its ties to music culture through the collaboration with Lady Gaga round her highly anticipated eighth studio album, “Mayhem.” The video for “Abracadabra,” the third single, dropped Sunday night across the Grammy Awards, which saw a performance from Gaga and Bruno Mars paying tribute to the victims of the Los Angeles wildfires.
Pop musicians partnering with brand marketers represents a wealthy tradition but those forms of relationships have evolved in the social media era. Mastercard is promoting the “Mayhem” rollout by publishing a sponsored video for “Abracadabra” by itself social channels, in addition to sharing exclusive content where Gaga discusses the creative pondering behind her typically extravagant hair, wardrobe and dance decisions. Gaga worked with Parris Goebel on the choreography for “Abracadabra,” which has received a warm reception from listeners who view the song as a return to the pop star’s over-the-top roots.
Mastercard can be leveraging the Gaga tie-up for its Priceless Experience platform, giving fans who submit recordings of themselves doing the “Abracadabra” dance on apps like TikTok and Instagram the possibility to seem in a new edition of the video and attend a celebration with Gaga. Viral TikTok video dance trends can propel song popularity, meaning Mastercard’s contest may give “Abracadabra” an additional bump of momentum on the charts.
Mastercard is a long-time sponsor of the annual music awards show, together with other industry gatherings like The Brit Awards. The payments marketer also previously released an original album themed around its “Priceless” positioning.
Other brands took advantage of the Grammys to unveil high-caliber artist collaborations. Heinz mustard announced a partnership with producer Mustard that may see the hip-hop hitmaker behind Kendrick Lamar’s Record of the Year-winning “Not Like Us” co-create a brand new condiment flavor.
Read the complete article here
