Spotify powers marketing campaign with funny user data

Spotify has tapped into its customer data to create a clever end-of-year campaign.

In a series of outdoor display ads, the company is highlighting pieces of outlying user behavior that tells a deeper story.

For instance, one billboard reads:

Dear person who played “Sorry” 42 times on Valentine’s Day,

What did you do?

The campaign’s tagline reads:

Thanks, 2016. It’s been weird.

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Other examples include:

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.

To the 1,235 guys who loved the “Girls’ Night” playlist this year,

We love you.

The Next Week reported:

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.

AdWeek called the marketing move “a clever, engaging way to use data to humanize technology.” It’s certainly a fun spin on using users’ data.

What do you think, PR Daily readers?

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