The Challenge:
At the time, Direct TV was owned by AT&T. And AT&T had penned a deal with Taylor Swift that required her services to help drive trials and subscriptions for DirecTV’s Taylor Swift NOW platform. Our challenge was to figure out how to do that.

The Strategy:
Channel the energy and passion of Swifties to create an Internet sensation. By creating a highly exclusive and very secret fan experience we managed to get diehard fans to be the voice we needed to get mass attention.

The Idea:
Reputation Confidential. A covert pop-up experience in New York with a one-on-one meet & greet with the singer herself

The Execution:
240 VIP fans experienced an immersive event where every detail channeled Taylor.

Across ten event days and over 100 hours of activation, AT&T connected with Taylor Swift at an entirely new level, and to compliment the Fan Celebration, two Pop Up stores came to life for five days in NYC and LA, integrating Taylor Swift branding from Reputation with activation elements.