Spotify Places Listeners In ‘2021: The Movie’ For Data-Driven Wrapped Campaign



Dive brief:

  • Spotify brought back its “Wrapped” campaign analyzing listeners’ habits, with the 2021 user-based theme continuing to speak uniquely despite the lack of a sense of normalcy, according to an ad.
  • The annual effort encompasses the experience in the application; out-of-home advertising (OOH); short fan films featuring artists like Billie Eilish; and a “Good Soup” truck organized in partnership with meme-inspired bone broth brand Brodo. The app component showcases Spotify’s Stories-like offering and includes an interactive “two truths and a lie” game, an “aura” visualization based on common musical moods, and a movie narrative that combines top songs and artists. from user to different scenarios.
  • Spotify allows users to share their personalized Wrapped Cards on TikTok for a limited time, adding to other platforms that offer features like Snapchat, Twitter, Instagram, and Facebook. The tradition of data-driven business, which began in 2016, has proven to resonate with consumers eager to discuss their tastes with friends and followers while reflecting on the year.

Dive overview:

Spotify weaves a tighter narrative into its 2021 push around Wrapped, which has become a repeat success story by generating chat rooms for the audio streaming platform during the holidays. This year, the app takes advantage of the uncertainty of a second year of a pandemic as a starting point to advocate for individuality in a data-driven way.

“We spent a lot of time dreaming of a return to ‘normality’, but as we sat down and started to reflect on this year, we realized that ‘normality’ did not exist and that it deserved to be. ‘be celebrated,’ said Alex Bodman, VP, Global Executive Creative Director at Spotify, in a press release.

The campaign profiles users by digging into habits such as top artists and songs, range of musical genres, and number of minutes spent with the app. Spotify takes this information and combines it with a “2021: The Movie” idea that frames people’s preferences around scenes that are reminiscent of the cultural trends that dominate discourse online.

“While everyone was trying to figure out what NFTs were, you had a song on rehearsal,” one card reads before revealing the listener’s most repeated track. However, some media watchers found the topical attempts to be tense and inauthentic, as reported by Mashable, suggesting that Spotify could have taken an interest in these topics without making sure they were relevant to its audience.

To engage fans, the platform worked with 170 creators on videos thanking users for listening to them enough to put them on Wrapped Custom Leaderboards. Spotify has also set up private, password-protected Greenroom spaces where enthusiasts can directly hear their favorite artists and creators.

The ability to share is another element of Wrapped, and this year Spotify is incorporating a new Blend feature that allows users to create collaborative playlists with their friends. It also expands the ability to share Wrapped results for the first time on TikTok, an attempt to tap into the video-sharing platform’s focus on viral music and audio tracks.

On the social media front, Spotify promotes short videos based on new “standards” that consumers have linked to various artists. One spot notes that Billie Eilish has appeared in over 265 gardening playlists, a hobby that took off because many people continue to work at home.

Likewise, “Good Soup” appeared on 13,000 playlists, which led to Spotify sending a Brodo food truck to New York branded Wrapped. The good soup meme is derived from an audio clip of Adam Driver on the HBO show “Girls,” but became a sensation thanks to TikTok in 2021.



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