Xfinity Brand Ambassador, "The 1989 World Tour" Lead Sponsor | 2015
On May 7, 2015, Comcast announced that the company’s Xfinity brand would become the lead sponsor of Taylor’s “The 1989 World Tour,” offering its customers benefits such as access to behind-the-scenes video footage from tour rehearsals as well as the chance to Taylor herself, win backstage tours, tour merchandise and concert tickets.
“We’ll bring Taylor fans an experience they can’t get anywhere else. Taylor Swift is a global superstar and her fans have an unrivaled passion for everything she touches,” said Todd Arata, VP, Brand Marketing, Comcast Cable. “And now, Xfinity and Taylor Swift are coming together to bring Taylor fans an experience they can’t get anywhere else. Throughout the tour we’ll also surprise fans with ticket giveaways, signed merchandise and more, including a lip sync competition among fans for the chance to meet Taylor herself,” added Arata.
As a part of the sponsorship, Xfinity also built an “Xfinity On Demand” experience including videos that gave viewers a backstage pass to what goes into preparing for each show of “The 1989 World Tour”. Customers also got On-Demand access to a curated collection of movies, TV shows and talk show appearances featuring Taylor as well her music videos.
At each U.S. concert venue, Xfinity hosted Loft ’89, a backstage room where select Xfinity customers and concertgoers had the opportunity to go on backstage tours and attend a meet-and-greet with Taylor. Other engagements included a Magic Mirror where fans could style themselves in makeup and decorations. Before leaving the station, Taylor would magically make a surprise appearance on the mirror and deliver an optimistic message for the fans. They could then receive a free print of their photo and immediately post to their social channels.