AT&T presents Taylor Swift NOW: The Making of a Song

Priscilla Rios

Communications company AT&T created an eight-part series with global pop star Taylor Swift to drive mass awareness of the partnership in the US and increase sales for DIRECTV NOW.

Campaign details

Brand: Taylor Swift NOWBrand owner: AT&TLead agency: FullscreenContributing agencies: Wasserman, BBDOCountry: North AmericaIndustries: Telephone & internet servicesMedia channels: Content marketing, Events & experiential. Online video, Public relations, Sponsorship - mediaBudget: 500k - 1 million

Executive summary

The fourth quarter of 2017 was a big moment for AT&T and its multifaceted partnership with 10-time GRAMMY award-winning singer, songwriter, musician and producer Taylor Swift. In November, AT&T launched an exclusive eight-part series called The Making of a Song on DIRECTV NOW.

The series, shot by Taylor...

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