How Taylor Swift Won Marketing Again: The Tortured Poets Department Easter Eggs
Swifties, welcome.
We've gathered you here today to discuss another (yes another) successful Taylor Swift Easter egg campaign of her latest album launch, the The Tortured Poets Department.
If you've read any of our blogs or listened to our podcast, you know that we are huge fans of not only Taylor's music, but also her marketing. Taylor Swift is the queen of grabbing her audience's attention and locking it in, something every marketer dreams of!
Let's break down a few of our favorite details that Taylor's new album launch includes!
Instagram + Threads
Since we are social media managers over here at Social Savvy, we have to point out the social media side first of course! If you haven't seen this Instagram Easter Egg yet, we'll let it speak for itself:
Are more Easter Eggs dropping on Threads? 👀
Spotify x Taylor: The Open-air library in LA
Taylor partnered with Spotify for an open-air library with hidden clues scattered throughout. At the Grove in LA, there was a pop-up library this week, featuring all kind of details about the album.
Chicago QR code
Just when you thought QR codes were dead, Taylor brought them back, and in a giant mural-like way on a skyrise in Chicago's River North neighborhood. The QR Code is packed with the albums "TTPD" and her favorite number, 13. As we are writing this, the QR code leads to a YouTube short video with an "ERROR 321" typed on the screen.
The Video Teaser
Taylor released a video teaser showing the timeline of her albums, ending with a calendar of the release date of today, with TTPD. Fans have noticed all kinds of Easter Eggs hidden throughout the video...glitter pens, the lighting in the Midnights room, crumpled-up pieces of paper with the lyrics of All Too Well, framed Instagram photos on the wall, and more..
Our Takeaways
The mystery of it all creates such an intense lead-up to her album. Taylor Swift WINS the marketing game because she gets her audience, as large as it is, deeply involved in the puzzle!
Up until this week, there hasn't been too much marketing around the album, so the fact that she has created this much buzz in such a short period of time only further demonstrates how powerful these campaigns are.
What are we taking out of this? Being thoughtful and strategic with your marketing pays off. We can only imagine how long it takes to plan out each of these detailed campaigns, and it really works in the long run! I think any audience can appreciate when something is so tailored and thought-out that it feels like it's made to be seen by them, and that's what good marketing is all about!
