DNC is using the final leg of Taylor Swift's Eras tour to energize young voters

The Democratic National Committee is using the final leg of Taylor Swift's Eras Tour to urge young people to vote for Vice President Kamala Harris.

Swift, who endorsed Harris, the Democratic presidential candidate, in September, will appear at Hard Rock Stadium in Miami Gardens, Florida, on Friday, Saturday and Sunday.

In conjunction with its shows, the DNC announced it would launch a Taylor Swift-themed “I Will Vote” campaign in Florida and other battleground states.

The campaign includes Snapchat filters and advertising that directs Swifties and others to IWillVote.com, which provides information about voting, registration and other questions young people might have about voting.

Trump and Harris are deadlocked, according to the latest NBC News national poll released Sunday. Democrats hope meeting Gen Z voters where they are will give them a boost ahead of Election Day.

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“Democrats are reaching out to young voters where they are, from concert venues to social media platforms, to ensure they have the resources they need to vote,” DNC communications director Rosemary Boeglin said in a statement Press release.

“We take no vote for granted and will continue to ensure that young voters across the country know everything that is at stake and the stark contrast between Vice President Harris’ New Way Forward and Donald Trump’s Project 2025 agenda know,” she said.

Boeglin did not comment on whether Swift was involved in the initiative. A Swift spokesman did not immediately respond to a request for comment Friday.

Advertisements for the “I Will Vote” campaign will appear on billboards throughout Miami, including a mobile billboard on a boat near Hard Rock Stadium. The ad will encourage young voters to embrace their “Kamala Era,” the DNC said in its announcement.

According to the DNC's press release, the Snapchat filters, which will also appear in battleground states, are intended to use Swift jargon like “era” and “fearless” to inspire young voting-age fans to vote on November 5th.

The filter itself is interactive – when users see “In My Voting Era” at the top of their images, they can click through a range of topics including “health care,” “democracy,” “reproductive rights,” and “climate action.” and even more: “to be fearless”.

Swift's star power has previously helped inspire her fan base to turn out in droves.

In 2018, Swift's Instagram post urging people to register to vote led to a surge in voter registrations, particularly among young people, Vote.org said at the time. Within a day of Swift announcing on Instagram that she was supporting Harris, more than 337,000 people had visited her custom URL and redirected her to vote.org.

Before Swift endorsed the Democratic candidacy, many of her fans had already formed the group Swifties for Kamala — which is not affiliated with Swift, the DNC, or the Harris campaign — to raise money for Harris.