THE DEAD DANCE

To harness the power of a fan-made viral phenomenon, YouTube Creative Studio created a real-world guerrilla activation that transformed the streets of New York City into an unexpected moment of discovery for fans. This seamless IRL-to-mobile journey culminated in the premiere of Lady Gaga’s new single, “The Dead Dance,” on YouTube.

We deployed a large-scale wild posting campaign, with placements across NYC and around Madison Square Garden, featuring collectible dolls inspired by the music video. The hunt was ignited digitally when Lady Gaga posted that she had personally signed one of the dolls, sparking a city-wide search. When fans removed a doll, they revealed a hidden QR code; scanning it with their mobile device instantly launched the YouTube app, transporting them from the street to the digital premiere. This core mobile activation was amplified by a massive global media push, including digital ads across YouTube in 12 markets, DOOH in cities like NYC, LA, Tokyo, and London, and owned social content from @YouTube and @YouTubeMusic on Instagram. Simultaneously, the campaign invited global fan participation on YouTube Shorts with a custom effect that transformed users into the video’s iconic dolls and a new dance trend.

Ultimately, we turned a physical art stunt into a massive, mobile-driven viewing event, making YouTube the definitive destination for the "The Dead Dance" phenomenon.