Pop star, Taylor Swift partnered with AmEX to create ‘American Express Unstaged: Taylor Swift Experience’.
Fans are taken on an interactive journey through the mansion featured in Swift’s music video for her hit song “Blank Space”. The 360 degree experience is like a video game where users can follow Taylor Swift and her love interest, or explore on their own. To keep the app sticky, consumers are encouraged to collect 41 hidden objects throughout the mansion. Once collected, users can share the item on their own social accounts to help other fans locate every item. Is this the future of music videos?