As lines between advertising, public relations, social media and SEO continue to blur, integrated marketing has become one of the best ways to market a brand. Encompassing all four disciplines successfully markets to target audiences both in real life (IRL) and in the bustling digital world. One personal brander and one of the world’s best-selling artists of all time has perfected this practice with the recent release of her all pop album, 1989. Let’s explore some of Taylor Swift’s brilliant tactics that’s leading the artist to break the record for most sold copies of an album in a single week since 2002:
Swift is no stranger to partnering with big brands, but for this release she capitalized on not only one but two! With Swift becoming commonly known as someone who loves cats, especially her two — Meredith and Olivia, she launched a partnership with Diet Coke that features a spot with her and plethora of kittens that begin showing up in her living room each time she drinks her Diet Coke. What’s brilliant about it is that the spot, which appeared on TV a few days before the album release, featured an unheard, new song from 1989, and Swift herself voices a call-to-action to buy her album at the end of the spot. With only about 20 seconds of this new song used, fans couldn’t get enough and were only left guessing what the song was discussing and what more would come. It was simple, cute and very branded for Swift’s personality and interests.
Additionally, Swift partnered with Target through an exclusive Target-only edition of her 1989 album that included three bonus tracks and content. Also, a certain number of this special edition featured a special code that could be used to enter to win the SwiftStakes — a chance to get two tickets and a meet and greet to a future show or one of 1,989 other prizes.