The nation is buzzing with speculation about the budding romance between Taylor Swift and Travis Kelce. Social Media is ablaze, all major news and celebrity gossip outlets are giving this story big coverage including CNN, E! News, People, TMZ and talk shows such as “The View” and “The Wendy Williams Show”. But what is really going on here is lesson in marketing courtesy of Taylor Swift, the ultimate brand builder. She has perfected the art of power coupling.
KANSAS CITY, MO – SEPTEMBER 24: Singer Taylor Swift watches the game with Donna Kielce Kansas City … [+] Chiefs tight end Travis Kelce (87) mom against the Chicago Bears on September 24th, 2023 at GEHA Field at Arrowhead Stadium in Kansas City, Missouri. (Photo by William Purnell/Icon Sportswire via Getty Images)
Icon Sportswire via Getty Images Kelce had expressed interest in dating Swift on his recent podcast and this coming out party was planned perfectly and executed flawlessly. You know that Swift, the consummate perfectionist and micro manager of her image, must have planned everything in advance and orchestrated everything. While there had been speculation leading up to Sunday’s game between the Kansas City Chiefs and the Chicago Bears that Swift and Kelce were dating, the events of that day removed all speculation courtesy of Sunday’s game broadcast on Fox with timely shots that revealed the story of the relationship.
Make no mistake, Swift is unparalleled when it comes to instilling and amplifying brand loyalty in her fans. Proof positive is that her current “Eras Tour” is the highest grossing tour in history said to have generated $1Billion plus in ticket sales. What better way to surprise and delight her fans than to date a Super Bowl Champion football hero like Travis Kelce— a rough and tumble clean cut tight end and a real “man’s man”. And the way she did it was perfectly executed. Taylor sat in his box next to Travis’ mothers—yes his mother—and cheered raucously with her when he caught a touchdown pass. That is certainly a sign that the relationship had progressed. Fox did its part by showing Taylor in the box next to the mom and cheering the touchdown.
Then Taylor did what any good down to earth girl friend would do—waited for Travis after the game and walked out with him in front of all the media. Perfectly executed.
For Kelce, this elevates his profile tremendously. To be dating the world’s most famous and successful musical artist is quite a coups for a guy from small town in Ohio drafted in the 3rd round of the NFL draft. He left the game with her in front of the media seemingly dressed in a way that paid omage to Swift’s “Eras Tour”. Kelce now has bragging rights among his teammates. But more importantly by dating Swift his profile will be elevated dramatically and increase both his fan base and interest in marketing opportunities.
Bottom line, the plan worked flawlessly, serving both Swift and Kelce equally well and is a master class in image building courtesy of Taylor Swift. The result has been billions of ensuing media impressions since yesterday nearly all of them positive.
This type of relationship co-branding has been a marketers dream for years. Brad Pitt and Jennifer Anniston gave way to Brad Pitt and Angelina Jolie (“Brangelina”). There was Ben Affleck and Jennifer Lopez (“Benifer”) and don’t forget Beyonce and Jay-Z. The Kardashian’s have also proven masters of the game with Kim Kardashian and Kanye West and most recently Kendell Jenner and Bad Bunny.
NEW YORK, NEW YORK – DECEMBER 02: Kanye West and Kim Kardashian West attend the the Versace fall … [+] 2019 fashion show (Photo by Roy Rochlin/Getty Images)
Getty Images In each of these cases, there has been a regular and systematic media drum beat around each and every move of these relationships. There is no question that such coupling resonates with the media and the result can be a halo effect upon each individual in the relationship.
In this case, Taylor Swift has perfected the art of power coupling and shows again she has her finger on the pulse of pop culture. She continues to add power and fuel to her brand in new and creative ways and her instinct for meticulous manipulation of the media never ceases to amaze.
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