Customizing Sponsorship for Taylor Swift's RED Tour
Megastar and fashion trendsetter Taylor Swift has captured the hearts of millions of millennials, creating an attitude and lifestyle all her own. For her RED tour, we collaborated with our sister agency, G7, to give three sponsors, Diet Coke, Elizabeth Arden, and Keds, unique experiences that would marry their brand’s objectives with the opportunities across the tour’s 66 worldwide stops.
For Diet Coke, we focused on setting the tone for the fans and presenting organic sampling opportunities. Pre-show, we hyped up fans, introducing them to Diet Coke’s style and sophistication through various photo-marketing activations. From a massive inflatable to branded backdrops that included a digital overlay of Taylor “photo bombing,” fans jumped at the opportunity to take and share photos of their experience. To take advantage of the final few minutes before fans left the venue, we created custom sampling stations that delivered ice-cold product to over 40% of concert attendees, exceeding established goals.
Elizabeth Arden, however, was building up to a product launch mid-tour: the new TAYLOR fragrance. Sales and social media buzz were top of mind, meaning the experience had to include product testing, drive-to-retail and individualized engagement. A pop-up retail environment that highlighted existing and new products with built-in photo marketing opportunities allowed for brand ambassadors to easily distribute coupons, capture emails for Elizabeth Arden’s CRM, and encourage social sharing. The brand was then able to quickly reward engagement via front of the house pit passes. This program measured nearly one million Facebook impressions, with 250,000 samples and coupons distributed just in North America and over 10,000 branded fan photos. An additional 50,000 samples were distributed in Australia.
Keds’ partnership with Taylor Swift has already resulted in a signature product: the RED Ked. We used this as an inspiration for a product installation onsite made up of over 100 pairs of Keds on tour legs in North America, Europe and Asia. Within the experience, the spin to win game gave fans the opportunity to win a variety of prizes, including free sneakers. Nearby, fans posed at the Keds and Taylor Swift inspired photo wall, pushing their personalized messages about their own bravery to email and social media. TS Fans could Tweet pictures of themselves wearing Keds at the show with #REDKEDS for a chance to win seat upgrades that night. And they loved it – over 10,000 Facebook impressions were measured for each show, far exceeding campaign goals and setting the brand up to build data-driven, creative marketing efforts for future Taylor lines.