The 'Smirnoff Pure Sounds Like’ Campaign Shares 28 Playlists
Laura McQuarrie — July 11, 2019 — Marketing
References: smirnoffpuresoundslike.co.nz & fabnews.live
The Smirnoff Pure Sounds Like campaign aims to help New Zealanders discover the sounds of the city and suburb that they are in through curated playlists. As a growing number of young consumers are opting to drink at home rather than at bars or clubs, Smirnoff found a creative way to connect with its target audience by providing the soundtrack for a night in.
Working with local artists and Spotify, Smirnoff Pure created more than two dozen playlists that capture the spirit of different parts of a city. On the Smirnoff Pure Discovery website, users are able to find playlists that represent their hometowns and smaller areas, as represented by top tracks from each region.
Working with local artists and Spotify, Smirnoff Pure created more than two dozen playlists that capture the spirit of different parts of a city. On the Smirnoff Pure Discovery website, users are able to find playlists that represent their hometowns and smaller areas, as represented by top tracks from each region.
Trend Themes
1. Branded Playlists - Branding playlists based on specific cities or locations can create personalized experiences for customers.
2. At-home Entertainment - As the number of young consumers drinking at home continues to rise, creating campaigns that offer new forms of at-home entertainment can be disruptive.
3. Local Collaboration - Working with local artists and musicians can help brands connect with communities and create authentic experiences.
Industry Implications
1. Alcohol - Alcohol brands could create regional playlists to promote their products in specific markets.
2. Streaming Services - Streaming services could collaborate with brands to create personalized playlists for customers.
3. Tourism - Tourism brands could create playlists that capture the essence of a specific location to promote travel to that area.
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