American Express and Taylor Swift have teamed up to launch a new app giving fans a one of a kind 360-degree interactive music experience for her new video Blank Spaces.
The American Express Unstaged Taylor Swift Blank Space Experience App was unveiled on ABC’s Good Morning America, and Vevo premiered the video across its online, TV and mobile media streams.
With the app fans can watch the video, and explore the virtual world American Express and Swift have created by tapping their smartphone or tablet screen or moving it in a certain direction. The app can now be downloaded for free from App Store on iTunes and in the Google Play Store.
Virtual fun for fans
The app gives viewers a total video experience letting them enter and explore six different rooms in the lavish mansion where the video takes place. While using the app they also get to meet characters that are a part of the story told in the video, but which only appear in the interactive version in the app.
American Express and Swift have also hidden secret content in the virtual world they’ve created, and will be sharing clues with users through pics and notes from Swift’s real life. For instance, while following Swift through the video if they open the book they see on the coffee table with a tap they access personal photos of a young Swift.
Teaming up with American Express to give her fans this kind of unique interactive experience has Swift pretty fired up.“With American Express, we have been able to create something that no one has been able to give to fans before…a 360-degree, interactive experience where everyone can explore the storyland of the “Blank Space” video,” she said.
“This video experience is really fun because we have hidden items in the rooms for fans to find, look at and test their ability to find other items. Joining up with America Express to bring this experience as a gift to the fans has been so amazing. This is all for them, and I hope that the they will have a lot of fun with it.”
Some more extras
Fans can also can also watch the official Blank Spaces video, which was directed by Joseph Kahn, and see exclusive behind-the-scenes footage taken while filming the video. This same content can also be accessed on the American Express UpStaged website. Fans can also explore Swifts tour schedule and access other features.