There’s no doubt that Lady Gaga has become one of the most influential celebrities, who marketers seek to use as a reference group to influence consumer purchasing behavior. When I went to Hong Kong to visit my relatives last year, even my 13 year-old cousin was familiar with Lady Gaga and sang her songs at Karaoke. Personally I’m not affected by her advertisements because I’m not a fan of hers. However, I’ve bought one product that she advertised for — MAC VIVA GLAM gaga lipstick. She has collaborated with M.A.C for two consecutive years and launched a pink “Gaga” lipstick and lipgloss in he first year, and a nude colored “Gaga” lipstick and lipgloss this year. Initially it was the whole Lady Gaga campaign that stirred my curiosity, but I bought the lipstick because I liked the color. Nevertheless, all the revenue from M.A.C VIVA GLAM goes toward the M.A.C AIDS fund, which provides ‘shopaholics’ an excuse that they are just making a donation and getting something in return. Even so, some consumers may actually be in the psychographic segment who value making donations.
What’s next? Starbucks Goes GAGA!
Lady Gaga has teamed up with Starbucks to launch an online scavenger hunt for Gaga’s fans with ticket prizes to her upcoming concert. This event not only helps her promote her new CD “Born This Way,” it also helps Starbucks increase its customer base because they are broadcasting exclusive Gaga videos at Starbucks.
Attitude
Cognitive – exclusive Lady Gaga videos at Starbucks; ticket prizes to Lady Gaga’s concert
Feel – satisfaction with Gaga’s music
Behavioral – Customers participate in scavenger hunt and watch Gaga videos at Starbucks, who will most likely make a purchase