The Work

XFINITY Takes You to 1989

Taylor Swift tour sponsorship & activation

To align with the most popular artist in entertainment and give customers a differentiated brand experience, we helped XFINITY negotiate their role as lead US sponsor of Taylor Swift’s The 1989 World Tour, then bring that sponsorship to life.

The relationship gave XFINITY access to a robust library of content, which they built into an exclusive content hub, as well as onsite activation rights at 26 of Taylor’s tour stops—proving that at home or at a sold-out show, XFINITY fuels the Taylor fandom.

At each tour stop, our Xfinity Takes You to 1989 experiential activation offered a special fan destination, ensuring that XFINITY was positioned as the entertainment brand that brought fans closer to Taylor.

We used custom event technologies to create a variety of personalized touch points. A life-sized photo frame created personalized, shareable concert keepsakes with a surprise twist—a note signed by Taylor and her likeness ‘with’ fans in the photo. The “Magic Mirror” replica of Taylor’s makeup mirror came to life with a cheeky video from Swift herself when activated with XFINITY’s own voice remote technology.

And all around the footprint, fans were surrounded by different ways to access XFINITY’s exclusive Taylor Swift content with the X1 Entertainment Operating System—immersing fans in the star they love.

GMR was proud to support XFINITY and Taylor Swift’s partnership as one of Comcast’s Agencies of Record working on the tour.
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