1989 Swift Stakes included a blow-in card and digital redemption of a serialised code entering fans to win a meet and greet and tickets (and merchandise) to Taylor Swift’s upcoming world tour.
The campaign ran for the eight days of SoundScan reporting during street week. Fans were encouraged to buy multiple copies of physical product to enter multiple codes and also collect 13 unique packs of Polaroid photos. The campaign was originated through Checkd.in, located in Nashville.
We were able to grow our fan database significantly (over 200k users) in the seven-day period. The sense of urgency created around the seven-day countdown helped propel the much larger PR and public appearance campaign that surrounded the 1989 release.
Fan engagement of 65%+ of fans that visited the site was over 40% higher than the industry standard.
The campaign, albeit simple, was incredibly successful and executed seamlessly by Checkd.in, management and the digital team at Big Machine Label Group.
235,789 unique users, 181,141 digital codes redeemed, 175,050 physical CD sale codes redeemed.
We had an over 65% conversion rate on fans that visited the site and a 20% conversion rate on first-week sales.
KEY LEARNINGS
Creating a data capture tag along to a top-selling album is an excellent opportunity to capture data from fans that purchase music.
Project Budget
Demographics
