UOB CARDS (TAYLOR’S VERSION)

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Searches for “UOB Credit Card” have doubled since the announcement of an exclusive Taylor Swift tour ticket presale for UOB cardholders.

And Singaporeans haven’t just been searching privately on Google. Some have even cast their net into the wild on social media, posting stories seeking UOB cardholders to help them snag the pre-sale tickets.

But despite a handful of alternatives to avoiding the Taylor Swift Ticket Wars, such as Klook and Marina Bay Sands packages, UOB cards have monopolised the public imagination as the simplest way to get ahead of the queue.

UOB’s partnership with Taylor Swift is a great example of getting ahead of demand, and a reminder that communications isn’t the only lever marketers can pull. But considering how MBS and Klook’s partnerships haven’t resulted in the same rush of interest, making this connection is only half the battle.

To maximise your mileage from a partnership, consider:

• Your brand’s relevance to the purchase decision (i.e. tickets are often bought online with a credit card – a perfect fit!)

• The way you can add value to that process (i.e. credit cards don’t require an additional purchase).

• The risk: how well you can deliver on that promised value (i.e. will the pre-sale go off without a hitch?)

One thing in the news in Singapore: