How Plenty Of Fish Tapped Lady Gaga's Telephone

by Rob Lewis

The most-talked about aspect of Lady Gaga's Jonas Akerlund-directed music video for "Telephone," which premiered last week, was not the nudity, girl-on-girl kissing or mass-murder sequence but rather the product placement.

At least nine different brands make appearances in the nine-minute music video including Vancouver's own

Apparently several of the brands were Lady Gaga's ideas and did not pay to be included in the video - the scene in where Lady Gaga curls her hair with Diet Coke cans was an homage to her mother, who used the same grooming technique in the '70s.

According to Advertising Age Magazine,'s appearance was the result of ongoing talks with Lady Gaga's marketing team at Universal Music to find the right project.

Plenty of Fish VP Kimberly Kaplan on Friday said the dating site got into the video through an ongoing partnership with Interscope Records. This just the second music-video integration for Plenty of Fish, which still does the bulk of its advertising online. She admitted the brand was "nervous" without creative input, but very pleased with the outcome. Plenty of Fish had seen a 15% increase in search by close of business Friday, but wasn't yet able to quantify an increase in traffic.

You can check out the product placement at the 4:25 mark of the video below.

PlentyOfFish (
Vancouver, British Columbia, Canada

PlentyOfFish is the world’s largest online dating site, with over 80 million registered users. Beginning as a small start-up out of CEO and founder Markus Frind’s apartment in 2003, it soon revolutionized the online dating industry as the first free site. Since its inception, PlentyOfFish has offered the first and most advanced matching system in the industry and a series of personalized... more

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Rob Lewis

Rob Lewis

Rob is the President of Techvibes Media and Editor-in-Chief of  His diverse background includes stints in International Trade Finance, Web Development, and Enterprise Software and he is a graduate of the University of British Columbia, British Columbia Institute of Technology, and Simon Fraser University. When not running Canada's leading technology media property, Rob can be... more

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