Leaning into Swift’s signature “easter egg” storytelling, MAS and YouTube partnered to create a physical-digital scavenger hunt designed for discovery and Swiftie participation all across the U.S.
Twelve custom orange doors were placed in key cities across America, symbolizing Swift’s entrance to her new era: each with a QR code leading to a clue that collectively unlocked access to an exclusive YouTube premiere.
As fans decoded all twelve clues, social media drove massive engagement and hype for the album release.
35,000+ QR Codes Scanned 12 Cryptic Messages 1 World Record Achieved