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Sony tapped DMA United to drive its creative platform surrounding international mega-star, Taylor Swift. Accordingly, DMA built a robust content driven engagement program that focused on a typical 8 hour day of Taylor Swift, highlighting three facets of her life: music, fashion, and fame.
DMA’s marketing campaign was brought to life internationally across several consumer touch-points: film, digital, print, BTS interviews, POS, B to B, packaging, plus a Limited Edition autographed book.
With the aim of targeting influencers, consumers, and the media, the products connected to Taylor Swift’s creative platform quickly became Sony’s best sellers.