PRWeek: Brands Super Bowl playbook: Scenario planning for everything Taylor Swift
Excerpts:
Many experts say you can’t overestimate just how much this will be the Taylor Swift Super Bowl. Shaun Clair, cofounder of Gray Wolf, says the record Grammy Award winner, and girlfriend of Kansas City Chiefs tight end Travis Kelce, could create a “a mono-trend Super Bowl versus a multi-trend Super Bowl.”
“Brand marketers will be chasing engagement with their social media posts. And where is the engagement? Taylor Swift,” he says.
Clair cites a study from Montclair State University’s School of Communication and Media that shows Swift is set to “overwhelm online discussion around the big game.” It found that when the Chiefs and 49ers advanced to the Super Bowl, Swift-related #SuperBowl posts on X outnumbered those about Chiefs quarterback Patrick Mahomes, 49ers signal caller Brock Purdy and Kelce combined.
Social mentions of the pop icon and the Super Bowl hit 2 million in the week after the Chiefs advanced to the big game. The conversation thread, “Taylor as a national treasure,” also increased 100%.
