MAS and YouTube brought Lady Gaga’s “The Dead Dance” to the streets of New York City: through an interactive fan event that bridged both the digital and physical worlds. The journey kicked off with a high-stakes Manhattan scavenger hunt.
Fans searched trough the streets of New York looking for one thing: custom Dead Dance dolls inspired by Lady Gaga and Tim Burton’s music video. Over 100 dolls were spotted in locations spanning Gaga’s 20-year legacy — from her family’s restaurant to the dive bar venues where she first performed.
Little Monsters were encouraged to steal the dolls from Dead Dance posters, revealing a QR code leading to Gaga’s music video. One special doll was even hand-signed by Mother Monster herself.
But the fans wanted more... and so did Gaga! Inviting YouTube and MAS to throw the first-ever Halloween Ball inspired by Lady Gaga’s Mayhem album for superfans at her tourstop Barcelona.
MAS transformed a 100-year old Opera House into a haunted ball. On a custom runway stage, we directed an epic live show with two dozen local dancers, Drag Queens, DJs and Performance Artists.
13-foot Gigantes puppets of the Mayhem characters roamed as larger than life photo ops and dance partners.
The night culminated in a visit from Lady Gaga herself: judging a dance battle of her iconic Dead Dance choreography, featured in Netflix’s Wednesday season two. The two winners were then invited to join Gaga onstage the next night, at her second Mayhem tourstop in Barcelona.
2 million fan engagements 60+ million music video views 2.9 billion fans reached