Viral Engagement with Taylor Swift Fans—A Toronto Police Case Study

The Toronto Police Service (TPS) created viral moments during Taylor Swift’s Eras Tour shows in 2024, resulting in remarkable in-person and online engagement. While ensuring the safety of Swift and concertgoers remained the top priority, TPS seized the opportunity to connect with fans through an unexpected tool: friendship bracelets. Officers were given bracelets to trade, and horses from the Mounted Unit wore oversized versions. Swift’s fans propelled the moment to viral status—generating nearly a billion impressions and tens of millions of dollars in earned media. Beyond the measurable impact, the initiative fostered meaningful community engagement and left a lasting positive impression of law enforcement. TPS will also share how this initiative was leveraged as a recruitment opportunity for women.