TAYLOR SWIFT NOW
The assignment - launch the first ever Taylor Swift video network across all of AT&T’s media platforms.
With Taylor Swift NOW, AT&T tossed the ol' “celebrity tv special” idea on its head and out the window, and instead created an entire platform around a singular talent - with complete and total creative freedom.
Streaming, VOD and on any device at anytime, Taylor Swift NOW gives fans something they can binge watch and return to weekly for new content. And since we launched it on Taylor’s birthday, it quickly became the best present she ever gave her fans. All 75 Million of them. And goodness, did they go gangbusters for it.
The launch combined content across all social channels, a Times Square takeover, instantaneous reactions and responses to overjoyed fans on Twitter, and live events at retail.
And the momentum continues to this day.