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Video Clip of the Month: Google Goo Goo for Gaga

June 1, 2011 by

My June 2011 video clip of the month—a commercial for the Google Chrome web browser and Lady Gaga’s new “Born This Way” album—was part of an unprecedented social media campaign that propelled the album to more than 1.1 million sales during its first week of release.

I picked the viral video because it’s an amazing example of how digital is changing marketing. Today’s superstars don’t buy attention. They earn it, and Lady Gaga is the queen of earned attention.  She has managed to build one of the world’s largest fan bases through her talent and using the Internet to talk directly and openly to her fans, who she affectionately calls “Little Monsters.”

The video, released May 18, celebrates “Mother Monster’s” relationship with her fans and how the Pop star uses Google products to connect with them. It features Lady Gaga interacting with her fans online and several of them singing and dancing to “Edge of Glory,” a single from her new album. The “Little Monsters” in the video were among the hundreds who began posting their own covers of “Edge of Glory” on YouTube within hours of its release just nine days earlier on May 9.

Perhaps, most importantly, the video successfully takes the nerd factor out of a web browser and makes people want to view a commercial. As of today, June 1, more than 1.4 million people have watched it, with tens of thousands recommending it to their friends.

What do you think of the Google Chrome commercial? Post your thoughts in the comments section.



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About Monica

Monica specializes in strategic communications, web and new media, and print materials with an international or multi-cultural context. She has worked on national public outreach campaigns targeting multi-cultural audiences and has conceptualized, written, and/or designed multiple websites. Monica also has written, edited, and/or designed high-profile newsletters, brochures, and reports, including some prepared in collaboration with the White House. She holds a bachelor’s in journalism and a master of international service with a focus on international communication. Monica is based in Washington, D.C.