Starbucks wants to reach out to younger customers; and Lady Gaga wants to expand her Madonna-esque brand empire; so, the two have paired-up.
Starbucks will host a Gaga-themed scavenger hunt across its digital presence on Facebook, Twitter and Foursquare. Gaga's fans (she has 32 million Facebook fans and 10 million Twitter followers) can follow her exploits and search out clues. The top winner gets special access to a Lady Gaga concert during her 2012 world tour.
Lady Gaga's new CD releases May 23 and is titled, "Born This Way. At launch, Starbucks customers in the U.S. will be able to stream Gaga's new album, download her new song "Edge of Glory" and watch an exclusive video from the in-store Starbucks Digital Network.
"Born This Way is a worldwide cultural event," says Annie Young-Scrivner, chief marketing officer at Starbucks. "Starbucks is excited to be one of the iconic partners to celebrate the album's release in an innovative way."
Perhaps next she'll pose for the next generation mermaid logo.