AT&T signed a major, exclusive multi-year, multi-faceted deal featuring performances and content with 10-time Grammy award-winning singer, songwriter, musician and producer Taylor Swift.
AT&T already has high brand recognition but plugging in Taylor Swift will not only help its brand globally but will also help with brand awareness amongst the millennial population which is the up and coming workforce and new household revenue generators. How does AT&T bridge its products with the most popular singer on the planet, through technology and the evolving video streaming platforms such as Uverse, Direct TV and it s4G LTE wireless network.
As part of the deal with AT&T, Taylor Swift will headline DIRECTV Super Saturday Night in Houston the night before the Big Game. This is the 12th annual DIRECTV event leading up to the biggest sporting event of the year, and the 1st time Taylor Swift will perform during the festivities.
Taylor Swift, the only woman in Grammy history to ever win Album of the Year twice, will provide fans with the ultimate experience Saturday, Feb. 4, at a custom made 64,000 square foot venue in Houston created especially for this event. Fans will have access to tickets through a series of exclusive AT&T promotions and campaigns, and it’s almost certain these campaigns will be tied to huge marketing initiatives around the iPhone 7 and AT&T over the top 4G/LTE Network.
The money spent to have exclusive right to Taylor Swift during the Super Bowl is is just one area AT&T likes to co brand. There are multiple stadiums around the country that are barded with AT&T’s logo. Sport and Music is a huge area what catches the attention of the world the AT&T have right to both stages only increases its brand awareness which drives customer loyalty.