Xfinity Becomes Lead Sponsor of Taylor Swift's U.S. Tour
GMR is happy to be supporting Comcast as one of the agencies of record working on Xfinity and Taylor Swift's partnership for The 1989 World Tour.
Comcast’s XFINITY brand becomes lead sponsor of all U.S. Tour dates. Customers get access to behind-the-scenes videos, plus chances to win tickets, meet and greets, backstage tours and tour merchandise.
Today, longtime GMR client Comcast announced that the company’s Xfinity brand will become the lead sponsor of Taylor Swift’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 meet the seven-time Grammy winner and win backstage tours, tour merchandise and concert tickets.
"We'll bring Taylor fans an experience they can’t get anywhere else."
Xfinity will become the lead sponsor of all U.S. tour dates on The 1989 World Tour, starting on May 20 in Bossier City, LA and ending on October 31 in Tampa, FL.
"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."
As a part of the sponsorship, Xfinity will build an unprecedented Xfinity On Demand experience including videos that give viewers a backstage pass to what goes into preparing for each show of The 1989 World Tour.
Customers also will get On-Demand access to a curated collection of movies, TV shows and talk show appearances featuring Taylor as well her music videos.
"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.
At each U.S. concert venue, Xfinity will host a backstage "vibe room" where select Xfinity customers and concertgoers will have an opportunity to go on backstage tours and attend a meet-and-greet with Taylor. At select tour locations, the brand will also create an "Xfinity Zone," where concertgoers will have an opportunity to experience the best of Xfinity, including the X1 Entertainment Operating System. Visitors can also have fun with a photo booth that enables fans’ photos to be super-imposed onto backgrounds featuring the singer.
Xfinity is Comcast’s residential service brand and the nation’s largest video and high-speed Internet provider. More information about the Taylor Swift sponsorship can be found at xfinity.com/1989.
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