Marketing In The News: The NFL and Taylor Swift

The NFL and Taylor Swift have recently been taking over the internet and you can't escape it. I became aware of these stunts through just how much in my face it has been. The other day I was watching the game (chiefs vs jets) and I couldn't help but notice just how much we got of Taylor Swift. It felt like every other shot was of Taylor. Not to mention the insane amount of traction it was getting online and on socials like instagram and Tik Tok. Chances are if you didn't watch the game you probably heard about it. The marketing caught my eye because you could not escape it.  

The article I'm forcing on is called "Inside the Media Frenzy Surrounding Taylor Swift’s NFL Appearances: ‘This Is a Dream for Everybody Involved’" from Variety. The article goes into depth on how this unexpected collaboration between the NFL, Taylor Swift, and Travis Kelce has spiked viewer ships and rating. According to the article Taylor brought an average of 27 million views to NBC and Peacock. Along with it there was an increase in women viewership by 35% and a 53% by teenage girls. This would seem like a dream to any other sports broadcasting center, this amount of good reception and attention. The article also focused how everybody involved seems to be flying high off all the engagement surrounded. Travis Kelseys in particular has had a pretty big increase a popularity. His jersey sales increased by 400%, he's had the number one podcast for Apple Music and Spotify, and he became the 2nd most searched figure in America that week. It seems the fans are loving it. 

The value proposition NFL has always been the same, to unite people and inspire communities though the worlds most exiting sports and entertainment experience. Allying them selfs with Taylor Swift fits right in there, as the increase amount of women viewership has brought families closer together.

The relevance behind this newest marketing collaboration is all about getting new fans to come and watch football. There newest strategy primarily focus on connecting to their new consumer base. They are blasting social media advertising on promoting the fact that Taylor Swift is attending these games. They are hoping this new consumer base will stick around once they have arrived.

The challenge the NFL is facing is focusing way too much attention on Taylor Swift rather than the game, taking away from fans. Some fans are already saying they're over doing it, that the NFL has been focusing on Taylor more than the game. This makes their jobs more difficult by focusing on one audience instead of the other and pushing them away. Right now they're really pushing boundaries.

What makes their marketing approach unique is a lot of it is free advertising from people who are there because they care for Taylor Swift and are showing up for her. Like the article Variety said "Swift fans are embracing their newfound love for football" proving her buyer persona will watch anything she's in. That is great for the NFL because all they they have do is show Taylor and her fans will be there to support. 

-I feel as if this was a great marketing approach to get at a new consumer base. First Taylor Swift are so loyal was fans weren't going for what she was doing why but instead because they know her and her brand. Second its a kind of remarkable how crazy this whole Taylor and Kelce situation is. It plays so well for both sides and its a huge attention magnet. An event like the NFL are huge and are now connecting to the fan base they could never reach. All they have to do now is make sure they stick around.

If I were the product manager what I would do differently is take a step back from showing Taylor Swift so much. After reading recent complains from fans, they are starting to feel fatigued from how much they are seeing off her. It will worsen later on. What my solution would be is I would still keep showing Taylor around but be more appropriate on when I do so. Her being played right after a touchdown instead of the team could pull away from fans and make the feel that they're not watching the game but the Taylor Swift Show. It's important to listen to the community and not alienate them.

From this assignment I learned just how hard it is to reach a different target audience that you don't normally attract. It can be extremely difficult but not impossible to do so. It's important to take advantage of the opportunities when you get em as you may never get the chance again. Over the week I saw how the NFL capitalized on the Taylor Swift Travis Kelce situation and how it can be possible.