COVERGIRL + TAYLOR SWIFT
+ Talent Identification, Negotiation
+ Entertainment Strategy
+ Experiential Platforms
+ Episodic Content Creation
UEG’s leadership has delivered entertainment programs for CoverGirl that have effectively changed their go-to market strategy for the last 10 years. In 2010, COVERGIRL sought a new face and a platform to engage the millennial generation.
UEG signed superstar Taylor Swift and developed engagement programs that leveraged Taylor’s existing social media platforms, fan base and Comcast’s Video On Demand (VOD) channel.
Starting with the idea of a “fan’s dream access”, UEG created a 13 episode series with Taylor and her glam squad discussing various looks that Taylor had wore for different events (i.e. VMA’s, CMA’s, etc.) and gave insight into the thought behind the look.
At the end of each episode, consumers were asked to create their own Taylor inspired look and upload a video using COVERGIRL products. The video with the most views/likes won a grand prize to meet and spend a weekend with Taylor in NYC.
To extend the program beyond a grand prize, 10 winners per week won tickets to her concert in the various cities.