Over the past few years, Zynga has worked with several big-name brands to create elaborate in-game promotions. 7-Eleven was one of the earliest, followed by McDonald’s, Dreamworks, American Express, as well as celebrities such as Snoop Dogg and Dr. Dre.
Today, Zynga makes another splash on the pop culture scene with the announcement that it will be working closely with pop singer Lady Gaga to promote her new album ‘Born this Way.’ Much like the big in-game promotions that preceded it, FarmVille fans will be able to visit GagaVille -- a Lady Gaga-themed farm that will have a slew of new in-game items that will include wacky new items, like sheep on motorcycles, crystals and unicorns. GagaVille visitors will also get exclusive access to songs from the new album before it arrives on May 23.
The Gaga and Zynga promotion goes beyond FarmVille, as well. There will be additional incentives for anyone who picks up a $25 Zynga game card from Best Buy (get Gaga’s new album for free, plus exclusive FarmVille content); in Words with Friends, players can enter a contest; and Zynga’s RewardVille players can renew their reward points to get Gaga-inspired virtual items in the majority of Zynga’s big games.
Even though Zynga’s overall usage is down from this time last year, it’s still proving to be a powerful marketing machine and can pretty much guarantee millions of eyeballs like no other game (or company) can. Put Zynga and Lady Gaga -- another powerful marketing machine-- together, and well, the results might be so magical that you’ll be seeing unicorns.