In an announcement that rocked the music world, earlier this year Lady Gaga revealed that she was partnering with Zynga to launch her latest album, Born This Way exclusively through Farmville. The massive nontraditional promotion, deemed “Gagaville” was the coming together of two social media powerhouses with direct influence over hundreds of millions of music and gaming fans. The campaign was completely integrated into the Farmville experience through custom built virtual goods. Players took part in the promotion and unlocked new songs by completing virtual quests, like planting chrome daisies or harvesting giant crystals.

Zynga tapped Evolution Bureau to help define the promotion and create an integrated campaign that would allow Lady Gaga to integrate seamlessly with Farmville. The agency responded with outdoor advertising, YouTube takeovers, in-game advertising and an anthem viral video, directed by Seth Gordon (Horrible Bosses), that brought this unlikely marriage to life.