As lead sponsor of the U.S. leg of Taylor Swift’s The 1989 World Tour, Xfinity, Comcast cable’s residential service brand, is activating touchpoints designed to deliver fans exclusive content on-site as well as at home. The program began May 20 in Bossier City, LA, and ends Oct. 31 in Tampa, FL.
Xfinity is activating the Xfinity Zone at concert venues in select markets it services. The experience promotes the brand’s products like the X1 Entertainment Operating System and the new XR11 voice command remote control that lets your voice access anything you want through your TV. When fans sit at the Magic Mirror and speak into the voice remote, a video greeting from the seven-time Grammy winner herself appears on the two-way mirror. Xfinity customized the X demo so that when fans utter commands, they get a fun, cheeky response from Swift.
In addition, consumers can have their image super-imposed next to Swift’s via an augmented reality overlay, a photo they can then share on social media or take home—but there’s a catch. Fans won’t see her in the photo until it is printed or sent via SMS or email. Brand ambassadors are handing out premiums and Xfinity collateral, and promoting sweepstakes and other concert-related giveaways. Xfinity is also hosting a backstage “vibe room” for Taylor Swift meet and greets.
Once Xfinity customers get home—or, if even they never made it to a concert in the first place (it’s a sold-out tour)—they get access to exclusive Taylor Swift content On Demand. This includes behind-the-scenes tour footage, interviews and music videos. Fans that have the voice remote at home and use it will hear Taylor Swift’s voice from the TV, commenting on selections they make, to boot. Xfinity refers to the strategy as a couch-to-concert sponsorship.
As Taylor Swift fans enjoy the content, Xfinity is able to compare all of the content being viewed On Demand and measure and determine customer preferences.
“We have the technology now focused around the entertainment experience that fulfills it from both ends, so it’s a great way for us to contextually showcase our innovation and our video experience through what’s arguably the biggest celebrity out there today,” says Todd Arata, vp-brand marketing at Comcast Cable. Agency: GMR Marketing, New York City.