B&N Holiday Season Advertising:
Lady Gaga & Tony Bennett
In order to increase consumer traffic across all Barnes & Noble stores throughout the holidays, GMLV developed and executed a media strategy that integrated Broadcast Networks, Broadcast Syndication, National Cable TV, as well as Video on Demand. The target mainly focused on Adults 25-54 with a strong emphasis on women.
The campaign kicked off with :60 spots introducing the Holiday Season Advertising campaign, which showcased Lady Gaga and Tony Bennett’s exclusive duet of “Baby, It’s Cold Outside” written by Frank Loesser. After the first week, the remaining spots were converted to :30 to maximize efficiency by increasing the ad’s frequency. The media plan included over 70 TV programs; the networks included ABC, NBC, and CBS; cable channels included TLC, E!, OWN, HGTV, and Lifetime.
The campaign primarily blanketed early morning and late night programs like Good Morning America, The Today Show, The Late Show with Stephen Colbert, and The Tonight Show with Jimmy Fallon. Select primetime fall season finales included Dancing with the Stars, Survivor, and The Voice. The new TV shows included Blindspot, Supergirl, and Quantico.
The holiday specials included the Macy’s Thanksgiving Day Parade, A Charlie Brown Christmas, TheGreatHoliday Baking Show, and It’s a Wonderful Life. Returning favorites included How to Get Away with Murder, Big Bang Theory, and The Blacklist. Select events included the Sunday NFL Football and the 2015 Annual Billboard Women in Music Awards where Lady Gaga received the award for Woman of the Year.
Roberts + Langer DDB produced the commercial and the campaign resulted in an array of press coverage, which included Ad Week, USA Today, The Wall Street Journal, InStyle, Daily Mail, Billboard, The Hollywood Reporter, and Fast Company.