Complementing the release of her new music video “Blank Space,” Taylor Swift partnered with American Express “Unstaged” to create an interactive app that gives fans the immersive 360⁰ experience of being placed inside the music video landscape.
The “Taylor Swift Experience” allows audiences to participate in an immersive journey with intertwined story-lines, multiple rooms and 41 hidden Swift related trinkets to be discovered and explored. The app also allows users to view behind the scenes footage and purchase Swift’s new album 1989 or tickets to her upcoming world tour.
Whether you choose to follow Swift through the mansion or explore on your own, this app provides audiences with an innovative way to learn more about Swift and share their finds on social media—helping other fans to locate items.
This music video, video game crossover comes as a refreshing, innovative break from the ordinary linear music video format. The app demonstrates an understanding of ever-connected fan bases, by providing them with an entertaining, digital outlet for engaging with content from their favorite pop superstar.