The US Embassy of Japan wanted more brand awareness with their gen-z and millennial audiences. Additionally, they needed a relevant way to remind people of the friendship between Japan and the US.

Ahead of Super Bowl LVIII, only one question was on everyone's mind. It didn't have anything to do with how the Chiefs or the 49ers might travel down the field to score a touchdown, but rather how plausible it was for Taylor Swift get from her Eras Tour stop in Tokyo to Las Vegas for the big game, in near-record time. Responding in real-time to a seismic cultural moment, the Embassy of Japan and Ogilvy D.C. collaborated to put together a statement quelling fears of Swifties across the globe.

The tweet went viral, earning 6M views in 6 hours, 305K engagements , 9.61K retweets, 318 new followers , 25,679 profile visits and 400+ articles across media. Rahm Emanuel, US Ambassador to Japan said the tweet was “smart”. The Former Ambassador of India to Romania, Rajiv Dogra, tweeted that “The Embassy of Japan in the US certainly knows how to grab the media space in America. Hilarious bit of diplomacy!”