Interscope ships 2 million copies of 'Born This Way'
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The one-woman marketing machine is ready for an all-out blitz for the release of her new Interscope album, Born This Way, next Monday (5/23), with a comprehensive launch plan that includes shipping 2 million albums to a variety of retail outlets as well as a flurry of TV appearances.
Among the 21,000 non-traditional retailers who will be carrying the album are pharmacies CVS, Rite Aid and Walgreens, the latter with a circular ad, as well as Whole Foods, Costco, Nordstrom, Hot Topic, Radio Shack (with circular), Guitar Center, girl’s fashion chain Mandee’s, women’s clothing outlet Dots, Starbucks and a Gilt coupon promotion (an online Groupon-style discount offering). That’s in addition to a massive direct-to-consumer push.