We all have our guilty pleasures, but those usually stay private. Spotify is currently putting the strangest listening habits of its users on blast with billboards placed in major cities in the United States, United Kingdom, France and Germany in a hilarious new marketing campaign, posing some rather serious questions (and providing commentary) about its users.
This is how the music streaming service gives thanks for a ‘weird’ 2016.
One of the new billboards, for example, will read: “Dear person who made a playlist called: ‘One Night Stand With Jeb Bush Like He’s a Bond Girl in a European Casino.’ We have so many questions.” Another quips: “To the 1,235 guys who loved the “Girls Night” playlist this year, We love you.” Or there’s: “Dear 3,749 people who streamed ‘It’s the End of the World As We Know It’ the day after the Brexit vote, Hang in there.”
The work, developed by Spotify’s internal creative team, marks Spotify’s biggest global advertising effort to date. It began rolling out Monday in the aforementioned countries, and is fully in market today. The ads use aggregate data, and even some individual data, to generate headlines.
Spotify CMO Seth Farban told Creativity that the idea was spurred by the interesting insights provided by its users.
There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing.
A tagline on some of the ads reads, “Thanks, 2016. It’s been weird.” 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—which does lead to some quirky data points indeed.
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With 40 million paid users to Apple Music’s 17 million, the word of mouth approach to slow and steady growth seems to be working fine so it’s not clear why the company flicked the switch for a large-scale advertising campaign, but who cares either, as long as Spotify keeps making hilarious billboards.
Via : Mashable