FOXBOROUGH, MA: Taylor Swift is definitely not Gillette Stadium’s antihero.
The Foxborough, MA-based venue saw record numbers for its social media posts related to Swift’s Eras Tour concerts at its location this month.
On the Sunday before Swift’s three-show set, which ran May 19-21, Gillette Stadium’s social media team gave away a custom Swift jersey on their Facebook, Twitter, Instagram and TikTok pages the number 13 in the New England Patriots. 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 left until she plays her 13th.
RT and follow us to enter and win a custom #13 Swift jersey! pic.twitter.com/kQwHJmHmov
— Gil13tte Stadium (Taylor’s Version) (@GilletteStadium) May 14, 2023
The jersey raffle received over 147,300 interactions on social media.
“This surpassed any giveaway we’ve ever done,” said Kassie Epstein, business development and external affairs manager who oversees social strategy for Gillette Stadium. “So we realized what a week this was going to be [and that] They would be massively busy with posts.”
Two days later, another jersey raffle was held at the stadium, in which more than 124,500 people took part.
You asked, we listened!
RT and follow us to enter and win a second custom made Swift #13 jersey! pic.twitter.com/Blwyv30bkH
— Gil13tte Stadium (Taylor’s Version) (@GilletteStadium) May 16, 2023
The social network for Gillette Stadium is managed solely by Epstein and Lindsey Cunniff, business development and external affairs specialists. 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, agrees with what is coming out.
“I have the luxury of having a deep understanding of what we can and can’t release,” she said. “There aren’t too many levels of agreement.”
Epstein pointed out that most of Swift’s fans, commonly known as “Swifties,” probably aren’t part of the Patriots’ fanbase, so sharing Gillette Stadium’s policies and details, like where to park, was imperative for her team and can enter the venue.
“We prepared an awareness campaign because we want fans to feel prepared,” Epstein said. “We’re also doing a community listening to learn what fans are interested in or confused about and pre-empt that as much as we can with as much information as we can.”
One day until the #FoxboroughTSTheErasTour!
Visit our website for full event information and details on:
✅ Bag regulations
✅ 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, interacting 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 demand for Swift tickets remaining astronomical, Epstein’s team wanted to make fans who couldn’t attend the event feel like they were a part of the event by providing real-time updates on Swifts statements or a surprise song she performed.
“My very first NFL stadium show was 13 years ago and it was right here at Gillette Stadium.
And here we are, 13 years later, tonight I get to play my 13th show at Gillette Stadium in front of this beautiful crowd.
We just love you, there’s something very 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 names to “Gil13tte Stadium (Taylor’s version).”
This definitely makes this our overall personality for the near future pic.twitter.com/ScfZ34oeIS
— Gillette Stadium (@GilletteStadium) May 20, 2023
The channels have been 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 happiest place on earth.”
@gillettestadium She said it, not us #gillettestadium #swifttok #taylorswift #foxboroughtstheerastour #tstheerastour ♬ Original sound – Gillettestadium
And of course, the social media team couldn’t help but post about the torrential downpour during one of Swift’s shows that made headlines.
Though Swift didn’t personally address any of Gillette Stadium’s social media posts, the superstar’s official Taylor Nation Twitter page retweeted certain posts.
We realize that 5/21/23 is Taylor’s 13th appearance at Gillette Stadium, 13 years after her first appearance and 5+2+1+2+3=13 pic.twitter.com/7LuYmixREy
— Gillette Stadium (@GilletteStadium) May 16, 2023
Epstein and Cunniff both work at Kraft Sports + Entertainment, a division of Kraft Group that oversees marketing, sales, content development and events operations for the New England Patriots, New England Revolution and Gillette Stadium.
“I wish we could do these concerts every weekend,” Epstein said. “The fans want to pay attention [to the social media posts].”
