Five Lessons Marketers Can Learn from Travis Kelce and Taylor Swift’s Romance

Whether you're a Kansas City Chiefs fan or a die-hard #Swiftie (or neither!), you can't deny the absolute chokehold that this power couple has on the upcoming Super Bowl (and pop culture, overall).?

And while most are spectators for the pure enjoyment of watching “Swelce” flourish, as marketers and advertising gurus, we can’t help but look at this through a more observational lens. So, here are 5 marketing lessons we’re watching unfold right before our eyes.

• Don’t box in your target audience. There’s no way that teenage girls are tuning into Sunday Night Football, right? Actually…according to a quick Google search, a Marketing Dive article showed that after Taylor’s first Chiefs game appearance, Travis Kelce’s jersey sales increased by 400%, followed by a 63% spike in viewership in terms of women ages 18-49 compared to the previous Chiefs game. The lesson? If you’re launching campaigns tailored (see what we did there?) to a niche audience, consider demographics that may also connect or resonate beyond the obvious audiences athand.
• Don’t underestimate the power of PR. The sheer fact that many assumed this relationship was a PR stunt from the get-go speaks volumes to the power that Public Relations holds across marketing. Having access to a strong PR team allows for a variety of “right-time, right-place” opportunities to further get your storylines, POVs and brand awareness in front of the right people.

• The right partnerships go a long way. As two forces in their own respects, this duo has connected far beyond just romance. It’s allowed Taylor and Travis to tap into new opportunities, new audiences, new industries and so much more. Done correctly, influencer partnerships offer a similar value for your brand and show how aligning with the right celebrities, influencers and creators has become such a powerful marketing strategy–especially over the last few years. Authentically showcasing the right partnership allows your brand to connect with new audiences through someone they already follow and trust.
• Stay in the loop socially. Marketing, especially social media marketing, moves swiftly. (We’re getting too good with our puns.) If you blink, you might miss the chance to relevantly join in on a trend at hand, and timing is everything. Ensure you are partnering with social media professionals who can creatively bring your brand’s story to life, keep a pulse on what’s performing and give them enough freedom to strike when the iron is hot.?

• Observe and take notes on the “SwiftLift.” This term, coined by our friend Craig Riner , SVP, Strategic Marketing at Highmark Health , refers to the overall marketing impact and elevation Taylor Swift and her fans have brought to the NFL and the Super Bowl. We’re all watching one big marketing case study unfold and experiencing the unique ways brands are leveraging the relationship, even down to American Airlines going so far as to rename flight numbers as a nod to Swift’s album 1989 and Kelce’s jersey number. So, take notes!??

?At the end of the day, there’s no doubt that the sheer nature of two of America’s most beloved genres –?pop culture and sports?–?have naturally sparked a buzz all on their own, but you sure can’t deny that marketing has skyrocketed the Kelce/Swift dynamic to an inescapable level.

The biggest takeaway? The right partnerships and strategies combined with all the right players can create the perfect plan of action for your brand’s success–and we know just the team to do it.?

Head to levlane.com to explore our work!?