Spotify places listeners in ‘2021: The Movie’ for data-driven Wrapped campaign

Spotify places listeners in ‘2021: The Movie’ for data-driven Wrapped campaign

Spotify introduced again its “Wrapped” marketing campaign analyzing listener habits, with 2021’s theme primarily based round customers persevering with to precise themselves in distinctive methods regardless of the absence of a way of normalcy, in keeping with an announcement.


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The annual effort encompasses the in-app expertise; out-of-home (OOH) adverts; brief fan movies spotlighting artists like Billie Eilish; and a “Good Soup” truck run in partnership with bone broth model Brodo that’s impressed by a meme. The app part options Spotify’s Tales-like providing and consists of an interactive “two truths and a lie” sport, an “aura” visualization primarily based on widespread music moods and a film narrative that pairs a person’s prime songs and artists with totally different eventualities.

Spotify is letting customers share their customized Wrapped playing cards on TikTok for a restricted time, including to different platforms that carry the performance like Snapchat, Twitter, Instagram and Fb. The info-driven firm custom, which began in 2016, has confirmed to resonate with customers keen to debate their tastes with associates and followers whereas reflecting on the 12 months.

Dive Perception:

Spotify is weaving a tighter narrative into its 2021 push round Wrapped, which has grow to be a repeat success story in producing on-line chatter for the audio streaming platform across the holidays. This 12 months, the app is leveraging the uncertainty of a second pandemic 12 months because the touching-off level for championing individuality in a data-driven manner.

“We have spent loads of time dreaming a few return to ‘normalcy’ however as we sat down and commenced reflecting on this 12 months we realized there is no such thing as a such factor as ‘regular’ and that is one thing price celebrating,” stated Alex Bodman, VP, international government inventive director at Spotify, in a press assertion.

The marketing campaign profiles customers by digging into habits like prime artists and songs, vary of music genres and the variety of minutes spent with the app. Spotify is taking that info and tying it right into a “2021: The Film” concept that frames individuals’s preferences round scenes that nod to cultural tendencies dominating the web discourse.

“Whereas everybody was making an attempt to determine what NFTs have been, you had one tune on repeat,” reads one card earlier than revealing the listener’s most repeated observe. Nevertheless, some media watchers have discovered the makes an attempt at topicality strained and inauthentic, as reported by Mashable, suggesting Spotify may need latched onto these topics with out making certain they have been the precise match for its viewers.

To interact followers, the platform labored with 170 creators on movies thanking customers for listening to them sufficient to position them on personalised Wrapped rankings. Spotify moreover arrange personal, password-protected Greenroom areas the place devotees can hear immediately from their favourite artists and creators.

Shareability is one other factor of Wrapped, and this 12 months Spotify is integrating a brand new Mix characteristic that permits customers to construct collaborative playlists with their associates. It is usually increasing the flexibility to share Wrapped findings to TikTok for the primary time, an try to faucet into the video-sharing platform’s give attention to music and viral audio tracks.

On the social media entrance, Spotify is selling brief movies primarily based on new “normals” that customers have linked to numerous artists. One spot notes that Billie Eilish appeared in additional than 265 playlists devoted to gardening, a interest that has taken off as many individuals proceed to work from home.

Equally, “Good Soup” appeared on 13,000 playlists, main Spotify to ship out a Brodo meals truck in New York Metropolis that carries the Wrapped branding. The Good Soup meme is derived from an audio clip of Adam Driver on the HBO present “Ladies,” however grew to become a sensation due to TikTok in 2021.