Keds + Taylor Swift | 1989 World Tour
Fans Engaged At Shows
Coupons / Branded Items Distributed
In the midst of their multi-year licensing deal with Taylor Swift and building on the momentum of their RED Tour sponsorship, Keds wanted to reinforce its place as a fashion brand, generating social media buzz and drive fan traffic to retail. G7 designed and executed a consumer engagement plan for Taylor Swift’s 1989 Tour that allowed young women to deeply engage with the brand and share that love across their socials.
Leveraging its six-year sponsorship activation relationship with Taylor’s team, we brought Keds on tour to 77 shows in 10 countries, seamlessly folding into the tour’s production crew to ensure an efficient hardworking activation.
We created an on-concourse Keds pop-up store to educate and entertain Swifties before each show. Fans could participate in our Foot Selfie Station, get their photo taken next to our shoe wall, win free pairs of Keds and receive coupons for retail partner stores.
The activation was a huge success, creating lines at every show and allowing us to garner 12K+ sales leads from fans at the show, plus hundreds of thousands more reached through social media amplification.