Today, Taylor Swift announced that she is going on tour for the first time since 2018! Swift was all booked for her “Loverfest” Tour in the summer of 2020 but unfortunately due to the COVID-19 pandemic it was canceled. Due to this fact her tour is a very hot topic right now and tickets are anticipated to sell out. Many fans have taken to social media either voicing their anger on how hard the process is going to be to obtain tickets or posing suggestions on how to make the ticketing process go smoothly.
Among these tip videos I discovered that one way to get access to presale tickets is if you are a Capital One cardholder. Those who own a Capital One debit or credit card will be allowed to purchase tickets to Taylor Swifts Eras tour three days before they will go on sale to the general public. This is because Capital One is sponsoring the Eras tour as a part of their multi-year partnership.
Back in 2019 Capital One brought on the 10-time GRAMMY Award winning global artist as their celebrity spokesperson. With their partnership Capital One Card holders have been able to receive a wide variety of special access opportunity’s. For example, they have gotten special packages with exclusive merchandise and early access to preorder albums, and now an opportunity to get tickets to her tour ahead of the crowd.
Swift has also starred in 3 of their commercials, one of which came out tonight. These commercials receive a lot of attention as Swift often hides “easter eggs” which are her version of hints as to what her next moves are because she is a big fan of clueing in her fans and generating anticipation.
I believe Capital One made an extremely good PR move when partnering with Swift. Since the start of their partnership in 2019 she has released 4 new albums and re-recorded 2 of her old albums that feature new songs. Thus, Capital One has had a multitude of opportunities to showcase their partnership and provide their cardholders with opportunities to receive exclusive Taylor Swift content. Taylor Swift is extremely well known and popular and as a result people will be more inclined to purchase a Capital One card when they know it will give them benefits. Additionally, her popularity will lead their commercials and content that features her to gain more exposure and interaction.
Partnering with celebrities isn’t a new PR tactic but it is one that when used correctly can really help your brand out. Capital One chose well when partnering with Swift as she is widely known and isn’t often incorporated in scandal. I think other brands should look to Capital One when seeking out good examples of effective partnerships.