The fan-favorite Spotify Wrapped 2018 billboards have appeared around the world, highlighting the most obscure and hilarious musical moments of the year.
The campaign pulls data from all of its users, spotlighting the unexpected results, and twisting it into a hilarious summary of the year's events. Spotify's Global Creative Director, Alex Bodman, said that "This year, we’re treating it less like a campaign and more almost like an editorial platform, for us to come out with our totally distinctive voice and let people have a moment of celebration, laughter, and levity at the end of a long year."
Some of the 350 ads are regionally specific, mentioning playlists surrounding the Royal Wedding, or the amount of streams that the song that the Indonesian President danced down the street to, in an effort to break a World Record. Others are more universal, making mention of playlists titled "songs to scream in the shower to."
Year-Summarizing Musical Billboards
Spotify Wrapped 2018 Highlights Obscure and Hilarious Data
Trend Themes
1. Hyper-localized Billboard Campaigns - Marketers are using regionally-specific billboards to create a personalized and engaging advertising experience.
2. Data-driven Content Curation - Companies are leveraging user data to curate unique and personalized content that resonates with their audience.
3. Humorous Year-in-review Campaigns - Brands are adopting a humorous approach to summarizing the year's events, providing a moment of celebration, laughter, and levity for their customers.
Industry Implications
1. Outdoor Advertising - Outdoor advertising companies can capitalize on hyper-localized billboard campaigns to deliver targeted and engaging advertisements.
2. Music Streaming - Music streaming platforms like Spotify can utilize data-driven content curation to create personalized playlists and recommendations for their users.
3. Digital Marketing - Digital marketers can leverage humorous year-in-review campaigns to create engaging and shareable content that resonates with their target audience.