A ‘monster’ media collaboration delivers Lady Gaga live in Sydney for the launch of Vodafone All-Time Prepaid.
Vodafone has partnered with, Universal Music Australia, MCM Media and Austereo via media agency Ikon to deliver global superstar Lady Gaga to Sydney for the launch of Vodafone All-Time prepaid in a one-off event ‘Your All-Time Exclusive GAGA LIVE at Sydney Monster Hall.’
The initiative takes co-branding to new heights with MCM Media and Austereo joining forces to deliver the ultimate branded content solution including a world exclusive event in Sydney Australia on 13 July to celebrate the release of Mother Monster’s new album “Born this Way.”
In an unprecedented move, Sydney Town Hall will be transformed into the Sydney ‘Monster’ Hall when music’s most influential artist Lady Gaga takes the stage to perform her smash hits including tracks from her latest #1 ARIA album.
The exclusive GAGA LIVE event hosted by Today Network’s Kyle & Jackie O provides a myriad of multi-platform content to all media partners and will premiere nationally on Nine’s digital channel Go!, on radio across Austereo’s Today Network and Southern Cross Media networks followed by Channel [V], and online at take40.com.
Vodafone and 3 customers will also be able to view the show and content from GAGA LIVE at Sydney Monster Hall, directly from their mobiles via Vodafone Central for Vodafone customers and Planet 3 for 3 customers.
The collaboration embraces social media with a unique and advanced social play enabling die hard Gaga fans from all over the country to demonstrate how they honour their inner monster. From 8th June aspiring Monsters can enter for tickets to the exclusive show on Facebook via www.gagamonsterhall.com.au by posting one single image which personifies just how ‘monster’ they are. No tickets to the event will be sold.
John Casey, Vodafone Director of Marketing said: “We think it’s perfect to be celebrating the launch of our new Vodafone All-Time prepaid recharge with this all-time event featuring the world’s biggest music megastar.
“We’re excited about this partnership and the opportunity it provides for reaching our younger customers in way that is relevant and beneficial to them.
We’re thrilled to be rolling out the red carpet for our customers and giving them the opportunity to be front and centre at what is sure to be an ‘All time’ night of monster and music mayhem.”
Simon Joyce, MCM Media’s CEO said: “This is a brilliant example of a collaborative media approach between MCM Media and Austereo that works for our advertisers, media partners and music fans and this event will set a new benchmark for brand funded content solutions.
As the event producer, along with our media and agency partners we know we’ll deliver an extraordinary entertainment solution for Vodafone – and an amazing concert for ‘little monsters’ nationwide.”
Austereo Director of Entertainment Content Solutions, Grant Tothill said:
“We are very excited to be working with MCM, Vodafone, Ikon, Host, Universal Music, Southern Cross Media, Channel [V] and GO! on this exclusive all-time event to celebrate the launch of Lady Gaga’s new album ‘Born This Way’.
“The level of co-operation from all involved is a sign of the future in relation to creating scale and complete multi-channel campaigns with one common focus. By Australian standards, this is one of the biggest social plays of the year…Can’t wait!”
President Australasia, Universal Music Group, George Ash said: “Lady Gaga is one of the world’s greatest artists with the fastest selling album in the world right now.
“We couldn’t be more excited to expand our great relationship with our media partners and to collaborate on this unique event for Lady Gaga and her Australian fans.”
Australians get set for the Gaga onslaught and to channel your inner Monster. Tune in to Today Network (2DAY FM, FOX FM, B105, SAFM, 92.9), Take 40 Australia and associate partner Channel [V] for details on how to enter for tickets to ‘Your All-Time exclusive GAGA LIVE at Sydney Monster Hall’ presented by Vodafone All-Time Prepaid & Take 40.
