Spotify and Taylor Swift Connect Fans Worldwide with a Global Billboard Campaign and Exclusive Playlist
At 12:12 AM on August 12, Times Square lit up with something new: a bright-orange-and-mint billboard featuring a Spotify code. Within minutes, fans were scanning, sharing, and listening.
To lead into the announcement of Taylor’s new album, The Life of a Showgirl, Spotify launched a worldwide activation across 12 locations. Each one featured the same minimalist billboard with no text, only the code, linking directly to a playlist on Taylor’s official Spotify profile.
The participating cities included:
-
- New York City (Times Square and Penn Plaza)
- Los Angeles
- Las Vegas
- Miami
- Nashville
- Toronto
- London (Leicester Square and Meridian Steps)
- Paris
- Mexico City (CDMX)
- São Paulo
Fans could scan the billboard in person or online using the Spotify app’s camera to unlock the playlist. The campaign tapped into Taylor’s global fan base, with photos and videos of the billboards circulating widely across social media.
The activation built momentum leading up to Taylor’s announcement on the New Heights with Jason & Travis Kelce podcast and her socials, where, on August 13, she revealed the cover art for The Life of a Showgirl. The album’s orange and mint palette matched the billboards, and Times Square was fully transformed with the new visuals the same day.
From launch to reveal, the campaign became a shared fan experience that bridged physical spaces and online communities, bringing Swifties around the world together in the lead-up to Taylor’s next era.
