Lady Gaga and the Browser Wars

Lady Gaga and the Browser Wars


Lady Gaga and the Browser Wars

5.7.2011


'The web is what you make of it', runs the tagline of Lady Gaga’s commercial for Google Chrome browser.
 
Lady Gaga uses the web to engage directly and communicate with her fans, the so-called 'Little Monsters', by creating an online ad for Google Chrome.

The video epitomises the extent of which the net can help formulate and sustain a relationship with fans worldwide.  Google says that the video is a 'demonstration of the power of the web in its own right'.

Rumours have it however that the video may have had something to do with Lady Gaga’s new album 'Born This Way' that was released on 9 May, a day after the launch of the video promo ad.

Lady Gaga's 'Edge of Glory' resulted in an inevitable outpouring of admitting fans uploading You Tube clips of them dancing and singing to the song. Seizing upon an appealing idea, Lady Gaga gave out a call to arms for her 'Little Monsters' to continue to create and upload these videos, promising that she would use them as part of a forthcoming Google Chrome advert.

The response was astonishing. After going through hundreds upon hundreds of fan made videos, the featured Google Chrome advert was released on 20 May, with a viewership of almost 1.4 million in the first 10 days.

The video celebrates Lady Gaga's exceptional relationship with her 'Little Monsters'. The making of this film underlines the power of the web as an 'entity' or an organisation by itself. Within hours of the release of the new single 'Born This Way' from the much-anticipated album of the same name, Lady Gaga's fans started to upload videos on You Tube, giving their own feel and interpretation of the song by creating their own dance moves and playing it on all kinds of instruments.

The film was completed on 18 May in time to air during Lady Gaga's performance on the season finale of Saturday Night Live – and to live on the web forever.  In the commercial, 'Mother Monster' shows how easily and fulfilling it is to connect with others and to stimulate their creativity. Lady Gaga had thus given people the possibility to voice themselves, when they would have otherwise had no chance to do so.  She is indeed one of those pop icons who has used the web to talk directly and openly to her fans from across the globe.

However, all this clearly demonstrates how commercial companies and nearly all celebrities need to maintain some kind of online presence. Lady Gaga is one major celebrity uses her social media platform to the fullest. The current Google Chrome advert is only one of the ample viral advertising campaign ideas which have been generated by her. Earlier on in May, Lady Gaga had teamed up with Farm Ville creators Zynga to aid the launch of her album 'Born this Way', along with an interactive game linked to this advert.

Google unveiled the new Chrome ad with Lady Gaga during the season finale of 'Saturday Night Live'. The 91 second film ad displayed the superstar posting messages to her fans through social media and her fans singing and dancing to her song. The advert brings to the for the extent to which Lady Gaga (amongst other celebrities) uses Google services like You Tube, Chrome Web Stores, Google Search Engine, and more, to straighten her relationships with her fans from across the globe.

Google had previously released two touching ads for Google Chrome, describing the features and uses of Google services through Chrome browser. One entitled 'Dear Sophie' featured a father writing messages to his daughter from the day she’s born through her childhood, using Gmail, Chrome, and other Google. View the 'Dear Sophie' ad.

The other awe-inspiring video was essentially created by Dan Savage, under the name of 'It Gets Better'. This project instantly generated thousands of inspiring videos that instil hope into the hearts of teenagers. View the 'It Gets Better' ad.

Lady Gaga was not the only celebrity to have worked with Google Chrome. The young musician who has turned into a worldwide phenomenon, Justin Bieber, had notably gained his first online recognition through Google Chrome. Watch this video to find out more about Justin Bieber's rise to fame.

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