The 'Robinsons Refresh’d Spotify Hub' Revitalizes Playlists
Mary Van Puymbroeck — July 18, 2017 — Marketing
References: robinsonssquash & mobilemarketingmagazine
The 'Robinsons Refresh’d Spotify Hub' is a branded web portal that refreshes consumers' playlists.
Robinsons claims this partnership with Spotify is a technological first. This branded web portal connects to users' Spotify accounts, takes a playlist of at least twenty songs, and with the help of Spotify's API, generates a 'Refresh'd' playlist. While the new list is being created, users are shown the new Robinsons Refresh'd television commercial. Once generated, users have a new playlist customized to their tastes.
Robinsons claims the interactive Spotify hub and its new Refresh'd beverages are targeted at the 25-35-year-old audience. According to the UK marketing director for Britvic (the company that owns Robinsons), "We’re hugely proud of this partnership and the tech behind it, and can’t wait to help inspire new refreshing summer soundtracks for Spotify users this summer."
Robinsons claims this partnership with Spotify is a technological first. This branded web portal connects to users' Spotify accounts, takes a playlist of at least twenty songs, and with the help of Spotify's API, generates a 'Refresh'd' playlist. While the new list is being created, users are shown the new Robinsons Refresh'd television commercial. Once generated, users have a new playlist customized to their tastes.
Robinsons claims the interactive Spotify hub and its new Refresh'd beverages are targeted at the 25-35-year-old audience. According to the UK marketing director for Britvic (the company that owns Robinsons), "We’re hugely proud of this partnership and the tech behind it, and can’t wait to help inspire new refreshing summer soundtracks for Spotify users this summer."
Trend Themes
1. Branded Web Portals - Robinsons Refresh’d Spotify Hub introduces a branded web portal that revitalizes playlists, offering potential for other brands to create similar platforms.
2. Personalized Experiences - The use of Spotify's API to generate customized playlists presents an opportunity for businesses to create personalized experiences for their customers.
3. Tech-driven Marketing - The Robinsons Refresh’d Spotify Hub showcases the integration of technology and marketing, highlighting the potential for other brands to leverage tech-driven marketing strategies.
Industry Implications
1. Beverage Industry - The Robinsons Refresh’d Spotify Hub is a disruptive innovation in the beverage industry, combining marketing and technology to engage consumers.
2. Music Streaming Industry - The partnership between Robinsons and Spotify for the Refresh’d web portal reflects a new trend of collaboration in the music streaming industry.
3. Marketing and Advertising Industry - The innovative approach of the Robinsons Refresh’d Spotify Hub opens up new opportunities for the marketing and advertising industry to explore interactive brand collaborations.
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