Taylor Swift’s sprawling Eras Tour has consistently been one of the buzziest online topics since it kicked off back in March. On TikTok, the hashtag #ErasTour has racked up over 13 billion views, and the international event has spawned an outpouring of social media content. Fans have taken to social media to share their elaborate Eras Tour outfits and react to (or methodically document) the “surprise songs” that Swift performs at each concert.
So, when the Eras Tour came to Gillette Stadium in mid-May, Kassie Epstein, manager of business development and external affairs for Kraft Sports + Entertainment—which oversees marketing and events management for the stadium—knew she had to leverage the rush of attention that Gillette Stadium’s social media accounts would be receiving.
“That week leading up to her concerts was massive for us on social media—more than any Super Bowl,” said Epstein, who manages Gillette Stadium’s social media strategy and is the stadium’s self-proclaimed “social media girl” on Twitter.
“On Monday of that week, when we kicked off our Eras Tour content, my perspective was that we were, in theory, hosting the biggest event in the world on our property,” she added. “We knew going in that it was a chance to capitalize—not monetarily, but on our social media standing and reaching a new group of followers. It was like, ‘Let’s do whatever we can to maximize having all eyes on us for seven days.’”