The old Taylor can’t come to the phone right now… can you?

Following the release of her sixth studio album, Reputation, we hid 13 newspaper-wrapped phone boxes around London, giving fans the chance to leave the old Taylor a voicemail in a sweepstakes to win an exclusive Reputation prize. We worked alongside Metablocks to create the voicemail service, using a soundbite from Taylor’s first single, ‘Look What You Made Me Do’, as the message on dial. We used a bespoke video to promote the campaign, targeting only engaged fans in the London area – but that didn’t stop the rest of the Taylor Nation catching on.

Fans went wild on social media, working together to find the locations using our unique hashtag, #CallTaylor, with some even travelling from locations outside of London and the UK to leave Taylor a message. We have photo evidence of people actually queuing outside the phone boxes! We were inundated with photos, comments and calls from grateful fans, praising the campaign and saying what fun it had been for them. On the second day of the promotion, we were forced to open the lines nationwide due to unprecedented demand and excitement, allowing fans to #CallTaylor from their mobile phones wherever they were in the country. The best hand-selected messages will be displayed on a Reputation splash page and will be available to listen to at the close of the campaign, with the best message winning a once-in-a-lifetime selection of Taylor goodies.

In the first 24 hours, that single post received over 150k views, 600 shares, 10k reactions and 2k comments, with the hashtag getting 1.5m impressions and reaching 600k people on Twitter alone. In the first hour, we had close to 550 calls.