Spotify The Tortured Poets Library
Pop-Up
Building a Monument to Fandom
Swifties were going to stream The Tortured Poets Department the second it was released, but our job was to ensure that streaming happened on Spotify. To make sure Spotify was linked to the album launch, we created a Tortured Poets Library at the Grove in LA which won over Taylor’s obsessive fans with photo moments, clues and easter eggs, and exclusive lyric reveals that no other music streamer could provide.
Easter Eggs Everywhere
We filled the Library with clues and Swiftie easter eggs, all of which provided first look insights into the upcoming album. Fans captured every inch of the space on socials, spawning endless articles and social media threads filled with fan analysis and shout-outs to Spotify.
Daily Lyric Reveals
Each morning, we revealed new lyrics in an aged lyric book, inspiring Swifties to wake up early to secure their place in line to see (we suspect some of them never slept the night before). Then at 2pm each day, we switched out the lyric for another new one, sparking massive fan fervor.
Striking a Poet Pose
When Swifties weren’t scouring for clues, they could pose for shareable photos featuring messaging that would draw their social friends and followers to pre-save the album on Spotify.
Featured In
6.1B
total estimated impressions
4.5B
estimated digital impressions
929M
estimated social impressions
4.7K
fans over three days