One contributing factor was how she leveraged her social media channels, including Facebook (70m likes), Twitter (46m followers) and Instagram (13m fillowers).
The cover of 1989 features a Polaroid picture, and fans are allowed to create their own version through this page on her site. When you do so you have to register with an email address, and effectively join a mailing list.
It can then be shared on social channels, and Taylor (or more likely her social media team) is regularly #Taylurking in channels and tweeting a selection of these pics, and pics of fans holding physical copies of the album.
On my website, you can make your own 1989 Polaroid cover! Look at these cuties:
http://t.co/1sMB7M0l42 pic.twitter.com/XxavUbWy8A
— Taylor Swift (@taylorswift13) October 26, 2014
Oh my God, guys, you could not possibly be cuter.
#TS1989 pic.twitter.com/PbduCikdhm
— Taylor Swift (@taylorswift13) October 27, 2014
Found some important photos while #taylurking just now...
#TS1989 pic.twitter.com/V22MRB83kK
— Taylor Swift (@taylorswift13) October 27, 2014
What a beautiful week. Night guys 😘 pic.twitter.com/JqpasUXkaH
— Taylor Swift (@taylorswift13) November 3, 2014
Superfans have also been encouraged to buy multiple copies - there are different polaroids in the packaging to collect.
The #TS1989 physical cd comes with 13 Polaroids. There are 5 different sets (65 different poloroids in all)
9 hours. pic.twitter.com/wAKgcUDNrO
— Taylor Swift (@taylorswift13) October 26, 2014
At the same time she's taken all her music down from Spotify - you have to buy it to listen to it (although its possible that it will return once the sales have fallen off a bit).Very smart marketing
Update - Spotify has responded to Taylor Swift removing her songs in good humour, including creating this playlist:
No comments:
Post a Comment