IMHO – It’s not a flop Rather an interesting marketing strategy Although I imagine a high chart position was, nevertheless, desirable it doesn’t seem to be ( looking at the Album and promo as a whole ) the prime objective As I see it – The purpose of ‘ Give Me All Your Luvin’ is as follows 1) To act as a memory hook – love it or hate it the track is an ear worm 2) To communicate that Lady Gaga, despite being genuinely talented, is a fraud –IMHO it’s no accident that the song has a ‘Hey Micky’ quality to it – IMHO It serves to highlight the reductivness of Gaga’s’ Born This Way’ – essentially Madonna saying – ‘ I can be even more reductive than you – see!!’ ‘ I can copy myself – see’ ( drawing on her own past looks) ‘ I can apply the same strategies -see’ – ‘ Look I’m even on your Label – See’ 3) To cause controversy/ hype ( Gaga references/bickering) Madonna acting like she’s a teenage girl ( when she’s a 50+ year old mother) – i.e. twirling her hair 4) Encourage people to watch her super bowl performance ( it worked) – pay a whack to see her up and coming concert ( will most likely work) 5) Act as a loss leader for the album – 1) In terms that it was bundled to encourage pre orders of MDNA and 2) because most of the real music gems seem to be on the album ( album sales ( in terms of digital profits) are where the moneys at – For example, I have no interest in the singles but I’ll be buying the album