Taylor Swift Launches Interactive Music Video App
The singer announces a partnership with 'American Express Unstaged' during an appearance on 'Good Morning America'
Taylor Swift fans can now interact with the star in a virtual world accessible through a new mobile app.
Swift and American Express launched the American Express Unstaged Taylor Swift Blank Space Experience App on Tuesday, based on the song from her most recent album, 1989. Swift announced the app during an appearance on ABC's Good Morning America on Tuesday.
The free app is available for download on iOS and Android mobile devices.
The app takes users on a virtual journey through the mansion featured in Swift's music video for "Blank Space" in an interactive experience much like a video game. Users can either follow Swift and her "Blank Space" love interest, Sean, as they travel around the manse, or veer off and explore without the couple.
The app cleverly taps a mobile device's accelerometer to give viewers a 360-degree view of six rooms in the estate.
Items and characters connected to the video's storyline are scattered around the virtual house and represent memories from Swift's life -- like an album cover with a photo of her mother, and a clock face featuring the singer's lucky number, 13 -- and touching them on a mobile device screen reveals a story about each. Unlocked stories are collected in an archive in the app and can be shared with friends on social media.
The app contains 40 stories to uncover and doesn't include a roadmap. Instead of showing their virtual hand, the app designers chose to encourage users to use social media to share clues and complete the interactive experience.
Other app features include behind-the-scenes footage of the "Blank Space" video, Swift's tour schedule and links to other American Express Unstaged performances.