On 6th December 2018, Spotify extended its popular end of year marketing campaign ‘Wrapped’ with a real-time, digital OOH campaign.
The campaign sees subscribers’ music habits streamed live to digital billboards around the world including, Time Square and Piccadilly Lights. The campaign celebrates the importance of music in people’s lives and Spotify’s role as the platform of discovery.
Produced by Grand Visual, the digital OOH creative features the user’s profile picture alongside their top artists, songs, and genres, and time spent listening. OpenLoop, the digital OOH campaign management platform from QDOT, takes the live data feed from Spotify and distributes the creative to media owners across the USA, Canada, Australia, UK, and France.
Already gracing traditional billboards across the world, this is the first real-time OOH activation for the music brand and the largest multi-market live execution for the medium. The campaign was planned and booked by UM London and Rapport and ran through to December 31st.
“Our annual Wrapped ad campaign is a true embodiment of our proposition as a ‘platform for discovery.’ Our users have come to expect the year-end wrapped campaign year after year, and are eager to see how their interactions on Spotify connect to what is happening across the global Spotify community. At the same time, it serves as a large-scale ‘thank you’ to our listeners for their collective impact in shaping the platform throughout the year while further solidifying our place in the global cultural lexicon.”
June Sauvaget, Spotify’s Global Head of Consumer Marketing
“This is a great example of how digital brands are embracing the OOH medium more than ever before. Now that the systems and platforms are in place, a real-time data-driven multi-market activation is a natural progression for Spotify Wrapped, which seeks to reward listeners with a moment of fame and their name and music tastes in lights, on digital billboards close to home.”
Dan Dawson, Chief Creative Technology Officer, Grand Visual