Mother’s Day is coming this Sunday (5/10), and, not surprisingly, Taylor Swift is ready. Swift is offering fans a special self-produced music video for her song “The Best Day” from her No. 1 album Fearless and the chance to send a personal e-card to their own mother. Fans can visit a custom landing page to see a special video message from Taylor and view the new video, which Swift compiled as a surprise for her mom using old home movies from her childhood. The video for “The Best Day” is being cross-promoted via radio station websites, social networks, and major music portals.
Meanwhile, CMT is stepping up to offer fans a “Taylor Two-Fer.” The network will air the videos for “You Belong With Me” and “The Best Day” back-to-back in a never-before-implemented “Turbo Hot Shot Rotation.” The two videos will air consecutively every 75 minutes during CMT’s video programming blocks as well as within this week’s CMT Top 20 Countdown. CMT.com will prominently feature the clips back-to-back, while the CMT Radio live syndicated show will air the songs in the same way. CMT Mobile will also spotlight the clips, and a special CMT mobile sweepstakes kicks off this week in conjunction with the campaign. CMT will give away a trip for two to catch Swift perform live at Madison Square Garden in New York this fall. Beginning Tuesday, iTunes will feature the two video clips for sale on a custom ‘double feature’ landing page. CMT and iTunes are fine-tuning cross-promotional opportunities for the campaign this week that will have both partners pointing to each other—CMT driving video purchases to iTunes, and iTunes driving video views on CMT.
“The Best Day” clip will also begin airing Monday on GAC in a Power rotation. “You Belong With Me” will world premiere Monday on CMT, with GAC airing the clip beginning Wednesday. GAC will also exclusively air Taylor Swift On The Set: You Belong With Me, a 30-minute making-of-the-video special, later this month. To watch Taylor’s “The Best Day” video, click here.
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