Comcast’s XFINITY brand was lead sponsor of all U.S. Tour dates of Taylor's "1989 World Tour". Customers got
access to behind-the-scenes videos, plus chances to win tickets, meet and greets, backstage tours and tour merchandise.
"Taylor Swift is a global superstar and her fans have an unrivaled passion for everything she touches," said Todd Arata, VP, Brand Marketing, Comcast Cable. "And now, Xfinity and Taylor Swift are
coming together to bring Taylor fans an experience they can’t get anywhere else."
As a part of the sponsorship, Xfinity built an unprecedented "Xfinity On Demand" experience including videos that gave viewers a backstage pass to what goes into preparing for each show of
"The 1989 World Tour".
Customers also got On-Demand access to a curated collection of movies, TV shows and talk show appearances featuring Taylor as well her music videos. "Throughout the tour we’ll also surprise fans
with ticket giveaways, signed merchandise and more, including a lip sync competition among fans for the chance to meet Taylor herself," added Arata.
At each U.S. concert venue, Xfinity hosted a backstage "vibe room" where select Xfinity customers and concertgoers had an opportunity to go on backstage tours and attend a meet-and-greet
with Taylor. At select tour locations, the brand also created an "Xfinity Zone," where concertgoers had an opportunity to experience the best of Xfinity, including the X1 Entertainment
Operating System. Visitors could also have fun with a photo booth that enabled fans’ photos to be super-imposed onto backgrounds featuring the singer.