The document summarizes Taylor Swift's marketing strategy for her 2014 live stream event to announce a new song, album, and tour. It describes her use of cryptic clues on social media two weeks prior, followed by search, display, and email ads leading up to the event. During the event, Swift streamed live from a studio, answered questions, and revealed details about her new single "Shake It Off" and upcoming album "1989." After the event, a new music video was released along with tour announcement. The marketing was a success at driving massive viewership to the live stream.

1. The
Taylor
Swi-
Marke0ng
Machine
Yahoo
Live
Stream
8/18/2014

2. Taylor
Swi-
Live
Stream

3. • Releases
cryp0c
clues
on
Instagram
2
weeks
before
event
Pre-­‐Pre-­‐Event
Marke0ng

4. • Search
ads,
SEO,
banners
and
Emails
go
out
Pre-­‐Event
Marke0ng

5. • Drivers
lead
to
link
for
stream
or
to
host
a
party
with
friends
via
evite
custom
templates
Pre-­‐Event
Marke0ng

6. • Cameras
on
top
of
the
Empire
state
Building
start
off
the
show
• TaylorSwiA.com
goes
down
for
new
site
to
be
uploaded
The
Event

7. • Streaming
event
in
studio
The
Event

8. • Live
quesEons
The
Event

9. • Things
we
learned
– New
song
is
“Shake
it
Off”
– New
Album
is
called
“1989”
The
A-er
Event
– New
video
is
released
– New
tour
is
coming

11. Thank YouPaul
B.
Kaiser
Digital
Engagement
hJp://www.linkedin.com/in/paulkaiser1
@onlinevision