Taylor Swift mania pays off for Gillette Stadium’s social media team
FOXBOROUGH, MA: Taylor Swift is certainly not Gillette Stadium’s anti-hero.
The Foxborough, MA-based venue saw record engagement numbers for its social media posts regarding Swift’s Eras Tour concerts at its venue this month.
The Sunday before Swift’s three-show run, which took place May 19-21, Gillette Stadium’s social media team gave away a custom New England Patriots number 13 Swift jersey on its Facebook, Twitter, Instagram and TikTok pages done. The number 13 symbolizes the number of times Swift has performed at the venue — and is the artist’s lucky number.
13 years ago, Taylor Swift played her first Gillette Stadium show.
1 week until she turns 13.
RT and follow to enter to win a custom #13 Swift jersey! pic.twitter.com/kQwHJmHmov
— Gil13tte Stadium (Taylor’s version) (@GilletteStadium) May 14, 2023
The jersey giveaway received over 147,300 engagements on social media.
“It did better than any giveaway we’ve ever done,” said Kassie Epstein, manager of business development and external affairs, who oversees social strategy for Gillette Stadium. “So we realized what kind of week it was going to be [and that] they are going to be largely busy with jobs.”
Two days later, the stadium held another jersey giveaway, which garnered 124,500 plus engagements.
You asked, we listened!
RT and follow us to enter to win a 2nd custom #13 Swift jersey! pic.twitter.com/Blwyv30bkH
— Gil13tte Stadium (Taylor’s version) (@GilletteStadium) May 16, 2023
Social for Gillette Stadium is handled solely by Epstein and Lindsey Cunniff, Business Development and External Affairs Specialist. They began planning Gillette Stadium’s social media strategy for Swift’s shows months in advance.
Epstein, who has worked at Gillette Stadium for 16 years, approves of what’s going out.
“I have the luxury of having a deep understanding of what we can post and what we can’t,” she said. “There are not too many layers of approval.”
Epstein noted that because most of Swift’s fans, commonly known as “Swifties,” are likely not part of the Patriots’ fan base, it was essential for her team to communicate Gillette Stadium policies and details such as where to park and enter the venue.
“We prepared an educational campaign because we want fans to feel prepared,” Epstein said. “We’re also listening to the community to hear what fans are interested in or confused about, and we’re moving forward as best we can with as much information as we can provide.”
One day until #FoxboroughTSTheErasTour!
Visit our website for full event information and details on:
✅ bag policy
✅ parking
✅ event timing
✅ taxi/carpool
…and more!
Info: https://t.co/OFgxPT6qCY pic.twitter.com/pDF8CKb2RN
— Gillette Stadium (@GilletteStadium) May 18, 2023
But the social team also had fun, engaging with fans in real time and capturing organic moments from the event.
“We want fans to feel seen and heard by us,” Epstein said.
With the three shows sold out and Swift tickets still in astronomical demand, Epstein’s team wanted to help fans who couldn’t be at the event feel like they were a part of it by providing real-time updates on what Swift said. or a surprise song she performed.
“My very first NFL stadium show was 13 years ago and it was right here in Gillette Stadium.
And here we are 13 years later, tonight I’m playing my 13th show at Gillette Stadium to this beautiful crowd.
We just love you, there is something so special about the crowds that…
— Gillette Stadium (@GilletteStadium) May 22, 2023
On May 15, the stadium also gave its social channels what Epstein called a “Taylor theme,” changing its Twitter and Instagram handles to “Gil13tte Stadium (Taylor’s version).”
absolutely making it our whole personality for the near future pic.twitter.com/ScfZ34oeIS
— Gillette Stadium (@GilletteStadium) May 20, 2023
The channels were changed and updated based on the moments Swift had at the venue. For example, on Twitter, Gillette Stadium updated its bio to quote a statement Swift made during her show, calling the venue “the most joyous place on earth.”
@gillettestadium she said it, not us #gillettestadium #swifttok #taylorswift #foxboroughtstheerastour #tstheerastour ♬ original sound – gillettestadium
And of course, the social media team didn’t miss a change to post about the headlines making massive downpours during one of Swift’s shows.
While Swift wasn’t personally involved in any of Gillette Stadium’s social posts, the superstar’s official Taylor Nation Twitter page retweeted certain posts.
we realize 5/21/23 is Taylor’s 13th show at Gillette Stadium 13 years after her first show and 5+2+1+2+3=13 pic.twitter.com/7LuYmixREy
— Gillette Stadium (@GilletteStadium) May 16, 2023
Epstein and Cunniff both work under Kraft Sports + Entertainment, a division of The Kraft Group that oversees marketing, sales, content development and event operations for the New England Patriots, the New England Revolution and Gillette Stadium.
“I wish we could do these concerts every weekend,” Epstein said. “The supporters want to pay attention [to the social media posts].”
