Lady Gaga dials up raft of placements for new clip

03/15/2010 | Advertising Age (tiered subscription model)

Lady Gaga's buzzworthy new video, "Telephone," includes placements from at least nine brands, including Virgin Mobile, Diet Coke, Miracle Whip and the singer's Heartbeats headphones, but only some paid to be part of the clip. The goal was to find brands that seemed "organic" to the storyline and "made sense" for marketers, according to Dyana Kass, head of pop music marketing at Universal Music Group.

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