In order to make it easier for concertgoers to get home, Grab.
During the month of March 2024, the singer-songwriter Taylor Swift performed six concerts in Singapore, which was the sole appearance of her The Eras Tour in Southeast Asian countries. The regional superapp Grab introduced ad-hoc services to assist concertgoers in getting home from the shows. These services ranged from the practical (free shuttle buses to Singapore's heartlands, improved ride-sharing features, and new fare-splitting options) to the entertaining (fans can sing a Swift song to get SGD 5 off their next ride). Grab's ad-hoc services were introduced to coincide with the events.
Consumer tribes that may relate to this case study:
Tomorrowlanders
Consumer Tribe: Music Festivals
Digital Anthropology Bot
