The 'VR-style' tablet/mobile App allowed fans to explore the story setting and follow Taylor and her love interest as they moved through the rooms - letting them actually 'go within' the world of the music video itself. By moving their device we gave fans a virtual window, where they could see each room in full 360º, following Taylor, exploring details and interacting with props.
An elaborate run-of-show was created to carefully guide the choreography of the various intersecting timelines and scenes within the 360 video rooms.
In addition a cast of characters/eastereggs (not in the linear music video) moved in and out of the rooms when Taylor would exit and mischievieously interact with or vandalize items, leaving clues and references behind as introduced to drive the interactive experience plot.
Interactive Fan Scavenger Hunt
Throughout the rooms we hid special interactive clues for a virtual treasure hunt. The first clue was cryptically posted on twitter and instagram by Taylor which led to an instant socialmedia frenzy among her fans as they raced the clock to use their knowledge of Swift and the song to solve the mystery hidden within the interactive music video.
The decadent interiors of the large 'Gatsby-esque' castle location allowed us to hide dozens of customized props that alluded to the song and insider Taylor Swift biographical references. Such as hiding '1989', Taylor's favorite number 13, and even her new pet kitten in architectural details, paintings and furnature. As well as embedding references to song lyrics and history in props.
Fans had to use their knowledge of the song and Taylor's life to solve the riddles and collect hidden clues and keys.
For example they might have to play a few notes of the melody on the organ keyboard or complete the lyrics on a typewriter or tune an oldfashioned radio dial to 1989.
Some of the hidden items within the mansion would slowly change over the course of the entire song so that they aligned with the story and scenes of the music video.
As the mood and content of the song progressed from 'young love' to 'revenge' elements and clues began to evolve — Red Roses wilted and dyed, paintings became vandalized, framed photos subtly evolved, hand-written love letters changed words.
360 Music Video
The 360 video playback and capture was innovative for the day – housed in a custom iOS App developed by the tech team at RadicalMedia, it allowed fans to explore and change settings as the song and overlapping timelines continued to play out.
The spherical capture of each room/set of the music video was done in multiple pases (with and without Taylor and other actors). All of the rooms were filmed for the 360 version with only motivated and natural light sources and with all equipment completely concealed withon the set design.
Blank Space Experience
Mobile App
Fans were able to experience and expore the Interactive 360 Music Video via a custom Mobile/Tablet App. The app also allowed them to shop for 1989 merch, explore BTS content, and purchase exclusive Amex Member early onsale tickets for the tour.
