In the winter of 2011, Lady Gaga teamed up with legendary retailer Barneys New York for its first ever holiday promotional partnership, “Gaga’s Workshop.” To generate lead-in buzz online for the campaign, the 12 Days of Gaga, a Lady Gaga-themed Advent calendar was created, which unveiled a new product each day. All of these products could be purchased through Barneys e-commerce integration. As the workshop opened, the Gaga Machine was introduced, where viewers entered unique codes found online and throughout the city. This “machine” unlocked limited edition products as well as digital artifacts. Viewers could also upload photos to create their own little monster to share on social channels.