Spotify gives thanks to a ‘weird’ 2016. The music service puts its vast trove of listener data to playful use in a new global out-of-home ad campaign—its largest OOH effort to date—with executions that playfully highlight some of the more bizarre user habits it noticed throughout 2016. The ads developed by Spotify’s internal creative team use aggregate data, and even some individual data, to generate headlines.
This a great example of a campaign that takes inspiration from it's audiences to connect with them on a deeper level. It’s a clever, engaging way to use data to humanize technology, and it works particularly well for music, since people do have such a passionate emotional connection to it.
Spotify, keep doing what you're doing, cause I'm a fan.
“Dear person who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”
“Dear person in the Theater District who listened to the Hamilton Soundtrack 5,376 times this year, can you get us tickets?”
“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.”
Tagline on some of the ads reads, “Thanks, 2016. It’s been weird.”