The challenge:
Drive trial and subscription for DirecTV’s Taylor Swift NOW platform.

The Idea:
Create an immersive Fan Celebration and Pop Up experience to for Taylor’s biggest fans, and use them as the voice we need to get mass attention.

The Execution:
TS NOW FAN CELEBRATION brought together 240 VIP fans for an immersive event that featured photo opps, exclusive content and a one-on-one meet & greet with the singer herself.

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.