Kendal Steffen (Coker)

WRITER: CLARE DAVIS  

ASSOCIATE CREATIVE DIRECTOR: KENDAL STEFFEN              

CD: RYAN WARNER

#TSxCAPITALONE ERAS TOUR Ticket giveaway

Capital One was the presenting sponsor of the U.S. leg of Taylor Swift’s Eras Tour. They tasked GSD&M with coming up with a ticket giveaway social campaign that went beyond “like and share” for an entry. With Eras Tour tickets as coveted as gold and a Swiftie culture overflowing with visual and lyrical material, it was the perfect creative opportunity.

We came up with a campaign that drew from Taylor’s use of easter eggs. We tasked Swifties with deciphering our posts for Era-specific codewords they could use to enter the giveaways, ensuring winners were fans through and through. Over the course of the five ticket giveaways, tens of thousands of fans entered.

The concept was highly-visual, and involved taking a crash course in TS symbolism by dissecting Taylor's lyrics, music videos and fan content. We worked closely with her team to dream up the set design, color palettes, props, sound design and copy that properly teased certain Eras, and the Swifties ate it up.

Each month’s giveaway was teased a few days prior, ensuring the Swifties set their clocks for the new drop clues.

ON-SITE SOCIAL CONTENT

Along with the giveaway campaign, Capital One had an on-site activation at the concerts — a giant elevator photo booth that tied back to Capital One’s Venture X spot featuring Taylor herself. In the spot, a Capital One cardholder enters an elevator with ten Taylor Swifts, each representing one of her Eras. I was not a part of the TV campaign or on-site activation concept, but I did get to concept and create the social content on-site and afterwards, promoting the experience.