Taylor Swift’s marketing strategy for ‘Midnights’

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There’s no doubt that Swifties are sleep deprived today after staying up all night to listen to Midnights, Taylor Swift’s 10th original studio album that dropped at…midnight. But in this newsletter, we’re less focused on the music and more impressed by her ornate, puzzle-oriented marketing strategies for album drops, which could be case studies for even the most seasoned CMO.

In the lead-up to Swift’s more recent album releases, she’s posted a LOT of cryptic messages for TikTok sleuths to decode. Before dropping her rerecorded album Fearless (Taylor’s Version) in 2021, Swift tweeted a video of a vault opening to reveal letters that fans could unscramble to find track names.

In promoting Midnights, Swift continued to push her superfans to look deeper and find the hidden meaning behind seemingly every emoji.

  • She garnered over 74 million views on 13 individual TikToks where she pulled out a bingo ball to reveal a track name on her new album.
  • And she announced that the four separate vinyl editions of the new album can be put together to form a clock, so diehard Swifties can buy all of them (which cost $30 each) and a $49 kit to turn the albums into a working wall clock.

Keep combing those posts: Swift told the Washington Post that she loves hiding updates in elaborate puzzles for her audience, saying, “As long as they still find it fun and exciting, I’ll keep doing it.”

+ For more: Learn why Swift is rerecording some of her albums.—MM