International recording artist Lady Gaga will reveal for the first time the cover artwork for her new album, ARTPOP, in a piece-by-piece unveiling on Clear Channel Outdoor digital billboards and digital out-of-home screens in major cities across the globe, Clear Channel Outdoor announced today.
The company said it is pushing the boundaries of its international footprint and digital signage technologies with this first-ever DOOH campaign that sequences a stepped reveal of advertiser creative in unison across the world.
Beginning today at 1 p.m. ET, in an exclusive multiplatform event, Lady Gaga, who is renowned for her social media savvy and massive following, will ask her more than 40 million "Little Monsters" on Twitter and 59 million fans on Facebook to tweet and post about the upcoming album using the hashtag #iHeartARTPOP. Over the following 30-minute time-frame, "Mother Monster" Gaga will use Clear Channel Outdoor's media to perform a digital tease of the album cover with a new portion revealed every few minutes until the artwork is fully displayed.
Available Nov. 11, ARTPOP is Gaga's fourth studio album, and artist Jeff Koons designed the cover. "Having Jeff create something for ARTPOP was a dream come true, and a very emotional experience. He has given me the greatest gift and we are excited to be sharing it with you," Gaga said in the announcement.
Tweets from fans with #iHeartARTPOP will be incorporated into the backdrop of the creative reveal, giving them the chance to become fully immersed in the collaborative art process and the opportunity to see their messages on Clear Channel billboards and digital screens, and on www.ladygaga.com. This marks the first time any musical and visual performing artist has collaborated with fans through social media to create a global moment around art in out-of-home media, according to Clear Channel Outdoor.
To ensure that all fans worldwide are able to participate, Lady Gaga will expose her highly anticipated album's artwork simultaneously in 18 cities across the globe while also streaming the live reveal at www.ladygaga.com, direct from Clear Channel Outdoor's Spectacolor billboard in Times Square in New York City. Clear Channel Media & Entertainment radio stations across the U.S. also will post the album cover, once it's revealed, to their individual websites.
Learn more about DOOH advertising.