Capital One wanted to provide more perks and access with our Venture X travel credit card—so we partnered with a musical icon about to announce her world tour: Taylor Swift. To help promote Venture X with two, five and ten miles, we featured two, five and ten Taylor Swifts across all her different eras, which perfectly aligned with the premise for Taylor Swift | The Eras Tour. The commercial was crafted with Taylor’s fans in mind. In just 30 seconds, we featured 10 Taylor Swifts, packed the spot with over a dozen Easter eggs, featured an exclusive instrumental track from Taylor’s record-breaking new “Midnights” album, and announced that cardholders had access to upcoming tickets on her tour. (Enter screaming fans here).
On social media, we set out to accomplish 3 goals:
1. Increase brand awareness by extending the excitement of Capital One’s partnership with Taylor Swift
2. Increase brand mentions & engagement by generating conversation
3. Connect with Taylor's fans in authentic ways
Taylor Swift | The Eras Tour came at a time when people needed it most as the polycrisis across the last few years made audiences long for shared experiences. Our target audience uses their cards for exciting things—travel, food, entertainment and making memories. And Capital One unlocks access to more of what they want. So we teamed up with Taylor Swift to launch Taylor Swift | The Eras Tour with early ticket access for Capital One cardholders. The campaign celebrates the journey through the musical eras of her career and the multiplied earning power of the Venture X card. What’s better than one Taylor? Multiple Taylors!
Our key insight was inspired by Taylor's fans and the fun they have searching for Taylor-related Easter eggs. Fans have noticed Taylor masterfully hides clues within songs, outfits, and even Instagram captions and will spend time analyzing and sharing theories, hoping to decode hidden messages.
Using our social channels, including X and Instagram, We invited fans to fully immerse in our content to decipher the Taylor-centric codes in order to enter for a chance to win the world’s most highly coveted tickets. For fans at the concerts, we held on-site activations that were designed with social sharing in mind. Our social outreach showed Swifties how Capital One was a genuine fan and partner of Taylor Swift, as we rewarded cardholders with tickets to shows, upgraded seats and the experience of a lifetime.
