The Making of a Song
Herself | 2017
AT&T hosted week-long reputation Pop Ups in New York City and Los Angeles in November and December to celebrate the release of Taylor’s latest album and the premiere of The Making of a Song series on Taylor Swift NOW. Each Pop Up provided fans with the ultimate Swiftie experience that included multiple photo ops with set pieces from her latest music videos (“Look What You Made Me Do” and “…Ready For It?“), the chance to snag exclusive reputation merch, and more.
With an episode dropping every Tuesday through November and December, AT&T launched new social content weekly that highlighted new songs and moments featured in the series to keep fans coming back every week. They supplied additional social creative for Taylor and Taylor Nation, her fan community social accounts, for their own posts to further amplify awareness and tune-in.