💖 SPOTIFY: AUTHENTICATED FANDOM

Exchanging friendship bracelets at Swift’s concerts is a ritual that came from Swifties, but Spotify saw an opportunity to bring it to music. To celebrate the Singapore shows, the brand created virtual ‘fanship’ bracelets which could be collected exclusively by Swifties in the region when they listened to songs on the ‘This is Taylor Swift’ playlist. The ‘fanship’ bracelet included 10 charms representing an era; each one matched an existing Spotify playlist to a specific Taylor era.

💡 OUR TAKE

Out of all the activations featured in this newsletter, this one probably got the least airtime. But that doesn’t mean it failed: the fanship bracelets combined acknowledgment and validation with exclusivity, making them very popular with Swifties (fans outside the region expressed disappointment that they were unable to access them). And with niche becoming normal, appealing to one very specific demographic—or even a demographic within a demographic—isn’t necessarily a bad idea.

If you’re looking to take on the role of ✨authenticator✨, consider how you can help people prove they are genuine fans, both to the community and the wider world. Or offer exclusive rewards to fans that have somehow ‘proved’ their worth. Target the niche to broaden your impact!

🛄 KLOOK: FACILITATOR OF EXPERIENCES & THE CULTURE WALLET

As the official experience partner, Klook offered experience packages that included concert tickets and hotel stays, and other tourism-related offers. According to one report, Swifties from the Philippines were particularly keen, but the brand also saw global demand with over 10M users globally entering the queue for tickets in the span of one second 🤯.

💡 OUR TAKE

The success of Klook’s packages is a testament to the power of the Culture Wallet, with fans willing to spend on meaningful, memorable experiences that align with their passion points. These emotion-driven purchases aren’t nice to have, they’re an essential spend. The Culture Wallet extends into the wider economy: Klook reported a 50% increase in bookings for its Singapore Pass, and the brand’s research suggests that people traveling for a concert can hit an incremental spend of five times the face ticket value. 

Demand is shifting away from utility-based spending and towards passion-point-led spending. How can you help ✨facilitate✨ those experiences? Can you bring fans closer to what they love? 

💎 CHANGI AIRPORT GROUP: CELEBRANT OF FANDOM CULTURE

Ahead of Swift’s first Singapore show, Changi Airport Group hosted a free singalong event at the Shiseido Forest Valley in Jewel Changi Airport. Over 1,000 Swifties attended the three-hour event, with local singer Joie Tan covering some of Swift’s biggest hits. Of course, there were complimentary friendship bracelets and discount codes for Jewel Changi.

💡 OUR TAKE

Let this activation serve as a reminder that no brand is too far removed from culture to participate in—or even drive—the surrounding narrative. The beJEWELed event was a very local celebration of Swift, and united fans ahead of the artist’s National Stadium dates. Another celebrant campaign that caught our eye came from the Straits Times, which created a nine-part collectible infographic series.

Want to take on the role of ✨celebrant✨? Start by identifying the unique brand attributes that could become a blank canvas to celebrate passion points. Bonus points if you can bring the fandom together IRL!

🏙 MARINA BAY SANDS: PURVEYOR OF CULTURE

Bringing Swift to everyone, Marina Bay Sands (MBS) hosted Taylor Swift | The Eras Tour Trail: an installation of the artist’s musical journey spanning 10 iconic eras. There was also a retail pop-up stocked with official merchandise, a light and water show (free, but required a ticket—every event sold out), and an architectural light-up. 

💡 OUR TAKE

Marina Bay Sands didn’t just make it possible for locals and visitors to celebrate the Eras Tour outside the National Stadium. MBS was a purveyor of culture, offering three ticket packages ranging from SGD 10K –  50K; all sold out with 90% of the guests traveling from overseas. This high-low approach allowed MBS to turn their property into a destination and reach Swifties and non-Swifties alike.

Be a ✨purveyor✨ of culture by allowing as many people as possible to experience their passion point. Just remember that this might require a two-pronged approach!

💳 UOB: ENABLER EXTRAORDINAIRE 

Following the announcement that UOB cardholders would have early access to The Eras Tour tickets, debit card applications in Singapore and Vietnam jumped by almost 130%, while the daily average for credit card applications rose by 45% across five SEA markets. UOB also worked on bundle deals with subsidiary UOB Travel; that partnership netted significant customer growth among females ages 25-29. 

💡 OUR TAKE

This was a big coup for UOB: first it allowed the brand to own the cultural conversation in the lead-up to ticket sales, and it successfully made ownership of a credit card culturally relevant. Regular Culture Wire readers will know that passion points are the way to engage with fans and turn them into customers, and the above data points reinforce how this can help brands reach otherwise elusive demographics.

Can your brand become an ✨enabler✨ and give both long-term and new fans unique access to their passion point? UOB provided very practical assistance, but there are plenty of ways to be an enabler!