The campaign encouraged people who wanted free tickets to engage in escalating actions against RBC
Taylor Swift commands a legion of devotees, but among the thousands decked out in cowboy boots, friendship bracelets and glitter at her Canadian performances, one was not like the others.
While Eras Tour tickets have been used as a magnet for companies and even charities to attract new customers and donors, a campaign called Unite the Swifties took it a step further. Parisien was one of three contestants to win a pair of tickets. She brought her mom, Kara Parisien, who joined Avery in each campaign action.
The campaign gets at deeper questions about political activism, said Huddart. Can incentivized activism outlive the incentive? And is it really a good idea for campaigns to try motivating action with gamified sweepstakes? “I can’t really believe myself when I saw this, but maybe there is something worthwhile in using this sort of enticement,” she said.
Opposition among hereditary chiefs prompted protest and rail blockades in 2020, though the elected council of the Wet’suwet’en First Nation had agreed to the project. It was mechanically completed in November of last year. Bella Lyne, one of the organizers who helped devise the campaign, said many fans might have initially been drawn in by the promise of Swift tickets.
The Unite the Swifties campaign predominantly used Instagram and TikTok to spread the word. It suggested entrants engage in campaign actions both online and off, with offline actions in their communities giving them the best shot to win tickets.
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