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3w ago

Brands Roll Out Limited Deals and Pop-Ups for Taylor Swift’s ‘The Life of a Showgirl’ Release Weekend

Marketers lean into the album’s orange palette and the number 12 to drive app redemptions, store visits and one-day experiences.

Uber Eats grocery bag full of orange items with "Orange Era" written across image
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Taylor Swift's album release means free french fries at Wendy's.

Overview

  • Wendy’s offered a free Hot & Crispy Fry of any size with a $5 purchase on Oct. 3 via its app or website, excluding Topped Fries and Seasoned Potatoes.
  • Uber and Uber Eats ran 'Showgirl' promos through Oct. 5, including 12% off select orange-colored items in-app and up to $12 off one Uber Comfort ride with code SHOWBIZ, plus Oct. 3 pop-ups with adoptable cats in New York, Los Angeles and Nashville in partnership with Best Friends Animal Society.
  • Krispy Kreme turned Original Glazed doughnuts orange for Oct. 3 only, selling Spotlight Original and Spotlight Swirl options exclusively in a $12 Spotlight Dozen.
  • Insomnia Cookies promoted a 13-pack with bracelets and an 'In My Late Night Era' sticker through Oct. 5, while Baked by Melissa released a limited 'Showgirl' 12-pack and offered a gift with purchase at its Union Square store on Oct. 3.
  • Other timed activations included KitchenAid’s $150 stand mixer discount through Oct. 6 and a sweepstakes for 12 Tangerine Twinkle mixers ending Oct. 3, Magnum’s Cornelia Street ice cream pop-up on Oct. 3, Pillsbury Funfetti’s limited sourdough mix preorder at noon ET on Oct. 3, and Rita’s app code offering a free small ice to the first 1,989 users on Oct. 3 with a purchase.