PR/Media Campaigns We Like -Spotify’s “User Data” Campaign
In an age where ‘big data’ is one of the hot buzz words swirling around the technology and consumer electronics spheres, Spotify, one the world’s leading music streaming services, is using their own user data for witty and weird results. In the first of their more recent media campaigns, Spotify used their enormous stash of listener data to create some playful OOH adverts poking fun at some of the more strange user habits from throughout 2016.
Created internally by Spotify themselves, the peculiar and witty ads use aggregated data and even some individual user data to create headlines such as:
“Dear 3,749 people who streamed ‘It’s the End of the World as We Know It’ the day of the Brexit vote, hang in there.”
“Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”
“To the 1,235 guys who loves “Girl’s Night”playlist this year, we love you.”
For their most recent campaign, developed by Wieden + Kennedy New York, Spotify again decided to use their own listener’s weird and wonderful titles for custom playlists as the theme for the campaign. Below are some of the OOH placements created for this particular campaign including:
They also created three quirky online videos featuring musical artists such as DNCE and Alessia Cara who show their bemusement at the inclusion of their songs in oddly names playlists, see below:
Campaigns like this go to show how implementing your brand’s own user data, like Spotify’s campaigns above, lends itself to witty and quite ‘tongue-in-cheek’ humour and something that’s quite refreshing in today’s media landscape.