BRANDS JUMP ON TAYLOR'S NEW ALBUM AND BABY, THAT'S SHOWBIZ FOR YOU

Brands don't know the life of a showgirl, babe. But over the weekend, they certainly tried. To capitalize on the hype of Taylor Swift's 12th studio album, The Life of a Showgirl, which was released Oct. 3, a slew of companies poured orange glitter on their experiential programming with album-themed pop-ups and listening parties hosted around the country.

Perhaps the biggest headline-grabber was Spotify and it's glittering The Life of a Showgirl: A Spotify Experience pop-up hosted Sept. 30 to Oct. 2 in NYC. The space was stockpiled with lyric-themed easter eggs, like a tiny violin and Valentine's Day cards, and dripping in glamorous showgirl accessories, from pearls to feathers to sequins. In addition to exploring the detailed footprint, fans could participate in a number of curated photo ops inspired by the album, and snatch up exclusive swag.

Over at a Starbucks in Nashville, TN, from Oct. 3-5, the restaurant was rebranded as Starbies coffeehouse and transformed into a The Life of a Showgirl-themed playground. Highlights spanned an exclusive vinyl pop-up store, a photo booth, a chance to make friendship bracelets, and Starbucks cold-foam beverages topped with sparkling sprinkles. Plus, participating Starbucks locations around the world hosted listening parties on Oct. 3 for the album's debut.

Uber Eats went in an adorably different direction. On Oct. 3, brand teamed up with Best Friends Animal Society to host pop-up Uber Showcats experiences in New York, L.A. and Nashville (Swift is famously a cat lover). Attendees could pop in to cuddle and even adopt their own Olivia Benson or Meredith Grey right on-site, create custom charm jewelry (including bejeweled cat collars and friendship bracelets), snap photos fit for a showgirl in a custom booth, and take home themed goodies, like gems and chai cookies. The event series resulted in 28 kitty adoptions. Pawww. (Agency: CNC Agency)

TikTok joined the action with a theater-themed pop-up at Westfield Century City in L.A. that served as a multiroom content creation experience. From Oct. 3-9, fans were invited to become showgirls themselves by recreating scenes from Swift The Fate of Ophelia music video, feathery boas and headdresses included.

Keep it 100, Swiftie brands.

Photo credits: Spotify; CNC Agency (Uber Eats); Starbucks

references : https://www.eventmarketer.com/article/brief-coffee-cubes-showgirl-dun-dun-diner/