"Fans took notice of a vintage otter shirt Taylor swift wore during her release party film for her new album this month. After the Monterey Bay Aquarium re-released the shirt, they raised over $2 million for otter conservation efforts. We started getting tagged in social posts and D.M.'d, and fans who were in the theater were letting us know that our shirt made an appearance."
"We started getting tagged in social posts and D.M.'d, and fans who were in the theater were letting us know that our shirt made an appearance. Singing: It's a love story. Baby just say yes. Fans took notice of a vintage otter shirt Taylor swift wore during her release party film for her new album this month. After the Monterey Bay Aquarium re-released the shirt, they raised over $2 million for otter conservation efforts."
Fans noticed a vintage otter shirt worn by Taylor Swift during her release party film for her new album. Monterey Bay Aquarium re-released the vintage otter shirt to meet demand. The re-release generated over $2 million in sales dedicated to otter conservation efforts. Social media tags and direct messages alerted the aquarium that the shirt had appeared in the film. Theatergoers also reported seeing the shirt during the release event. The combined fan interest and official re-release translated into substantial funding for otter conservation. The campaign showed how popular culture can drive conservation fundraising.
Read at www.nytimes.com
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