Assignment: Create a launch event for the Lady Gaga Monster Ball DVD release. Events mkt - NYU SCPS. This is a 5 day event taking place in Manhattan, as the "Gaga Island". wouldn't it be cool? -venue#1: 6 Six eggs displayed at the main entrance / VideoProjection/Pop up store / Information/clue regarding next location (Live and SM) -venue#2: Giant banners to be unveiled / Classical quartets/bands playing alongVideoProjection / Pop up store / Information/clue regarding next location (Live and SM) -venue#3: Flash Mob dancing to video projection / Pop up store / Information/clue regarding next location (Live and SM) -venue#4: Outdoor gallery of meat dresses designed by top designers from the area /Pop up store Information/clue regarding next location (Live and SM) -venue#5: Outdoor Surprise free LG performance on a barge, moves along the hudson and east rivers *patnership with Apple

1. LADY GAGA
THE MONSTER BALL TOUR
DVD LAUNCH EVENT
1
Tuesday, November 22, 2011

2. Tuesday, November 22, 2011

3. LADY GAGA THE MONSTER BALL TOUR
What will be at Each Venue?
Pop-up stores selling advanced
Ipad stations to order DVD copies
copies of the DVD
Tuesday, November 22, 2011

4. LADY GAGA THE MONSTER BALL TOUR
Venue #1-Monday
Museum of Natural History
Inspiration
“ You have to be unique,
and different,
and shine in your own way.”
- Lady Gaga
Tuesday, November 22, 2011

5. LADY GAGA THE MONSTER BALL TOUR
5
Tuesday, November 22, 2011

6. LADY GAGA THE MONSTER BALL TOUR
Venue #2-Tuesday
Lincoln Center
Inspiration
about The Monster Ball: “ It is an electro-opera, so the
show is a musical, it’s not just a pop show.
It has lines and a score. There’s a lot of music you
haven’t heard before, some of it’s very old, some of
it’s new, that was scored specifically for the show
itself.”
- Lady Gaga
Tuesday, November 22, 2011

7. LADY GAGA THE MONSTER BALL TOUR
7
Tuesday, November 22, 2011

8. LADY GAGA THE MONSTER BALL TOUR
Venue #3-Wednesday
Madison Square Garden
Inspiration
“ There is something heroic about the way my fans operate their cameras.
So precisely, so intricately and so proudly. Like Kings writing the history of their
people, is their prolific nature that both creates and procures what will later
be perceived as the kingdom. So the real truth about Lady Gaga fans, my little
monsters, lies in this sentiment: They are the Kings. They are the Queens.
They write the history of the kingdom and I am something of a devoted
Jester. It is in the theory of perception that we have established our bond, or
the lie I should say, for which we kill. We are nothing without our image.
Without our projection. Without the spiritual hologram of who we perceive
ourselves to be or rather to become, in the future. When you are lonely, I will
be lonely too. And this is the fame.”
-Lady Gaga
Tuesday, November 22, 2011

9. LADY GAGA THE MONSTER BALL TOUR
Tuesday, November 22, 2011

10. LADY GAGA THE MONSTER BALL TOUR
Venue #4-Thursday
Meatpacking District
Inspiration
“ If we don’t stand up for
what we believe in
and if we don’t fight
for our rights, pretty
soon we’re going to
have as much rights as
the meat on our own
bones. And I am not a
piece of meat.”
-Lady Gaga
Tuesday, November 22, 2011

11. LADY GAGA THE MONSTER BALL TOUR
Tuesday, November 22, 2011

12. LADY GAGA THE MONSTER BALL TOUR
Venue #5-Friday
Battery Park
•A projection of Lady
Gaga on the water
(loud music playing)
•The stage-boat will be
on the water already
Tuesday, November 22, 2011

13. LADY GAGA THE MONSTER BALL TOUR
Tuesday, November 22, 2011

14. LADY GAGA THE MONSTER BALL TOUR
COSTS & BUDGET DETAILS
Tuesday, November 22, 2011

15. LADY GAGA THE MONSTER BALL TOUR
Measurement & Results
Quantitative
• The attendance at the venues could be measured by aero photograph estimating the approximate
number of people who actually fit in the area. (formula)
• Through iPad exclusive application to order online DVD’s on the day of the event
• Through the actual DVD sales during the event and a'er the event
• Through pre-event and post-event media impressions (articles, posts, blogs, print, radio, even talk
shows or entertainment news)
Qualitative
• Through social media participation and traffic (Facebook page, Twitter account, hash tags, etc)
• Through comments in pre-event and post-event media impressions (articles, posts, blogs, print,
radio, even talk shows or entertainment news)
Tuesday, November 22, 2011

16. thank you!
Tuesday, November 22, 2011