How Taylor Swift lit up advertisers’ Super Bowl playbooks

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Time for a Super Bowl advertising history lesson: Social media war rooms, football hashtags, memes, and online teasers for TV ads have all had their moments over the years. Now, it’s Taylor Swift’s turn in the spotlight.

The pop star has become inextricably linked to the big game this year as a result of her relationship with one of the players in it, the Kansas City Chiefs’ Travis Kelce. The culmination of the media attention that has been devoted to their relationship — and the impact it has had on advertisers — is likely to play out when the Chiefs play the 49ers this Sunday.

Swift has generated a staggering brand value of $331.5 million for the Kansas City Chiefs and the NFL, per Front Office Sports, which cited data from Apex Marketing Group, as of Jan. 22. This figure accounts for mentions of Swift across various media channels like print, digital, radio, TV, highlights and social media, dating back to her first appearance at a NFL game on September 24.

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The original post is at Marketing Archives – Digiday

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