Lady Gaga is set to debut songs from her new album, Born This Way, in Zynga’s popular online social game FarmVille in the week leading up to the record’s official release on May 23rd. The game, in which 46 million players around the world manage virtual farms, will feature a special GagaVille farm beginning on May 17th. In GagaVille, users will be able to execute Gaga-themed quests in order to gain access to Clear Channel’s digital radio service I Heart Radio and stream new songs.
The Gaga game will unveil one song every day between May 17th and 19th. Though GagaVille will stick to the general farming theme of FarmVille, it will be designed to incorporate imagery and concepts from the singer’s album, such as unicorns, motorcycles and crystals.
Though other companies such as McDonalds have run similar in-game ad campaigns in the past, this is the first time a musician has promoted a new record within the framework of FarmVille. The game, which mainly exists as an application on Facebook but is is also available as an iPhone app, offers massive exposure well beyond the reach of even the most popular televisions programs. If this promotion is successful, it could open the door for a brand-new way to advertise new music.