Amazon’s 99¢ promotional sale of Lady Gaga’s “Born This Way” was reborn Thursday, as the online retailer sold the release at the lowball price for a second day.
Monday’s release-day promotion turned into something of a fiasco for Amazon, as intense consumer demand for the title crashed its servers early in the day.
Craig Pape, Amazon’s director of music, said in a statement: “We saw extraordinary response to Monday’s promotion — far above what we expected — she definitely melted some servers. So we’re doing it again, and this time we’re ready.”
The sale initially boomeranged on Amazon, which was ironically using the promotion to drive consumers to its new Cloud Drive storage locker.
Interscope stands to benefit from the renewed deal, racking up more heavily discounted units in a bid to sell a million copies of “Born This Way” out of the box. Set’s first-week sales will be reflected on next week’s chart, due Wednesday.