This Spotify Campaign Was Created to Showcase Creative Playlists
Riley von Niessen — February 17, 2017 — Marketing
This Spotify campaign was created by transforming user data onto billboards, which were created with the help of agency Wieden + Kennedy New York.
Each of the billboards features the name of an obscure playlist that was created through the digital music service. On one, the words "Someone made a 'root canal songs' playlist. Probably because they never had a 'flossing songs' playlist" are included. Another states: "Someone made a playlist called 'sorry I lost your cat' when they could have been making flyers."
The playlist Spotify campaign follows a similar one that also made use of data. Instead of taking inventive playlist names however, the billboards included stats regarding the number of times people listened to certain songs over the course of the year. By transforming its data into billboards, Spotify appeals to consumers in a way that's both humorous and relatable.
Each of the billboards features the name of an obscure playlist that was created through the digital music service. On one, the words "Someone made a 'root canal songs' playlist. Probably because they never had a 'flossing songs' playlist" are included. Another states: "Someone made a playlist called 'sorry I lost your cat' when they could have been making flyers."
The playlist Spotify campaign follows a similar one that also made use of data. Instead of taking inventive playlist names however, the billboards included stats regarding the number of times people listened to certain songs over the course of the year. By transforming its data into billboards, Spotify appeals to consumers in a way that's both humorous and relatable.
Trend Themes
1. User-generated Playlist Trend - The use of user-generated playlist data in advertising campaigns opens up opportunities for brands to connect with consumers on a more personal and relatable level.
2. Humorous Data Visualization Trend - The creative and humorous use of data visualization, such as transforming user data onto billboards, allows brands to engage with consumers in a unique and attention-grabbing way.
3. Personalized Advertising Trend - Utilizing personal data to create customized and personalized advertising campaigns, such as showcasing individual playlist names, enables brands to create a stronger emotional connection with their target audience.
Industry Implications
1. Music Streaming Industry - Incorporating user-generated playlist data into advertising campaigns presents innovative opportunities for music streaming platforms to differentiate themselves in a competitive market and attract new users.
2. Digital Advertising Industry - The use of creative data visualization techniques in advertising campaigns offers disruptive innovation opportunities for digital advertising agencies and brands to capture consumers' attention and enhance brand recognition.
3. Data Analysis Industry - Analyzing user data to identify unique insights and translate them into engaging advertising campaigns provides disruptive innovation opportunities for data analysis companies to create value-added services for brands and marketers.
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