Why Brands Can’t Get Enough of Taylor Swift’s Engagement: Are They Going Too Far?

After Taylor Swift and Travis Kelce shared their engagement news, the Internet erupted with joy. Companies wasted no time sending their congratulations on social media. Many even added their products or fun memes to the couple’s floral engagement photo, which quickly gained over 14 million likes on Instagram in just one hour.

Brianne Fleming, a marketing expert, pointed out how powerful Swift and Kelce are as a couple, influencing various brands and industries. “Everyone wants a piece of the spotlight they bring,” she commented. This reaction from brands ranged from the Cheesecake Factory to Southwest Airlines, each trying to connect with fans by using witty slogans and clever images related to the couple’s engagement.

Some brands didn’t just stop at congratulatory posts; they offered special deals. For instance, Olipop, a soda brand, gave fans a 13% discount on subscriptions, referencing Swift’s lucky number. Similarly, DoorDash provided a 13% off all orders to celebrate this momentous occasion in Swiftie’s world.

Zaria Parvez, from DoorDash, highlighted that they wanted to make fans feel special. She noted how the excitement from Swift’s fans could easily translate into loyalty for brands that engage authentically. Marketing today involves knowing your audience, and a lot of them love pop culture.

Yet, the line between celebrating an event and capitalizing on it can be thin. Marcus Collins, a marketing professor, expressed concern about brands jumping in without relevancy. He noted that while brands have historically benefited from timely responses—like Oreo’s famous tweet during the 2013 Super Bowl blackout—some now risk being opportunistic without adding meaningful contributions.

Collins believes that the sheer speed of marketing trends may lead to audience fatigue. As consumers, we might find ourselves tuning out constant brand chatter amid pop culture spectacles rather than being excited. “This can be worse for brands,” he added, pointing out that when people become indifferent, it truly diminishes the impact.

To navigate this tricky landscape, Collins offers ideas on how brands can engage better without being tone-deaf. For example, Ralph Lauren celebrated by putting a discount on a dress Swift wore in her engagement photos. The clever move sold out in mere minutes. He also praised Starbucks, which pointed out their pumpkin spice latte launch while referencing the engagement, creating an enjoyable and relatable conversation with followers.

Panera Bread took a unique approach by launching Swift-themed merch shortly after hearing her mention her love for sourdough on a podcast. The initiative paid off with impressive engagement, demonstrating how resonant cultural references can lead to positive responses.

As we look forward to future Swift events, including her upcoming album release, observers wonder how brands will react next. Engaging with fans in ways that feel genuine can ensure a brand stays relevant. Brands that simply chase trends without context will find their messages falling flat.

For brands looking to connect, understanding what matters to their audience is key. The successful ones will find ways to be part of the conversation that resonate beyond mere opportunism.

If you’re curious about the marketing strategies employed by brands like DoorDash, explore insights from industry experts here.

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