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​Keds - We step into Taylor Swifts shoes to activate a global music partnership

07/02/2014


In celebration of the Taylor endorsed ‘Red’ collection, American footwear brand Keds tasked Ear to the Ground with activating the talent partnership and invited VIP guests to experience some pre-show star treatment for them.

We created the experiential concept ‘In Taylors shoes’, which allowed guests from high-street retailers and lifestyle media to step into the shoes of the world’s biggest pop star! From the moment they entered the O2 they were treated like celebrities. Paparazzi and a hoard of ‘Swiftys’ chased them through the arena as they were escorted by ‘security’ to the newly opened American rock venue Brooklyn Bowl.

Respected London artist and friend of Ear to the Ground DJ Blonde Ambition welcomed the VIP’s in with a rock-pop set as preparations for the show commenced.  Guests were wined and dined by the backstage entourage, beautified by the Hollywood hair and make-up teams and treated to their own personalised riders. They enjoyed an Americana inspired game of bowling before receiving a pair of shoes from the collection and their very own hall of fame star.

As a finale Guests were escorted backstage to meet the global pop icon before enjoying the sell-out how in a private box.