The Dead Dance

Transforming a fan-driven phenomenon into an official cultural moment, the campaign used a real-world guerrilla activation centered on a physical collectible to unlock the digital premiere of Lady Gaga’s new single on YouTube. A large-scale wild posting campaign across NYC featured posters with collectible dolls, strategically targeting both the general public and concertgoers at Madison Square Garden. The activation exploded into a citywide hunt when Gaga revealed she had personally signed one of the dolls, driving massive fan engagement. Each removed doll concealed a hidden code that instantly transported fans via their mobile devices to the highly anticipated music video premiere on YouTube.