Spotify’s year-end ‘Wrapped’ marketing campaign | World Branding Discussion board
Spotify has unveiled its traditional “Wrapped” year-end campaign, which, as always, digs into the data of the music and podcast streaming platform to do a temperature check of pop culture. The overarching theme this year is that 2021 was completely normal – at least compared to 2020.
The work relies heavily on out-of-home elaborations which offer witty interpretations of our collective listening habits shaped by the billions of streams throughout the year. As you can see below, each relates to the idea of normalcy – ironically, of course, since the year was far from normal.
“We spent a lot of time dreaming of a return to ‘normal’, but when we sat down and started thinking about this year, we realized that there was no ‘normal’ and that was something that was worth it is to be celebrated, ”said Alex Bodman, Global Executive Creative Director at Spotify. “With Spotify, what you hear is ‘normal’ no matter how you hear it. We’ve never been one size fits all and that’s what made ‘Wrapped’ so compelling – it’s all about you. “He added.
In fact, Spotify teamed up with the OOH to create the most robust in-app “wrapped” experience yet, including “2021: The Movie” (your most streamed songs paired with scenes from a movie); a visualization of your “audio aura”; an interactive data based playing card game; a “boxed” version of the new “blend” feature to see how your musical tastes match those of friends; and more.
The campaign will run across traditional and digital OOH, connected TV, online video, social media and web in 33 markets worldwide. The Spotify app experience will be available in over 100 markets
