Nikki Wicks
Jan 14, 2015

CASE STUDY: Spotify engages media agencies with music playlist battle

Vizeum Malaysia was crowned kings of Spotify after a media agency playlist battle hosted by the music streaming service.

Spotify Year End Playlist Battle
Spotify Year End Playlist Battle

Objectives

Spotify invited 13 media agencies in Malaysia to participate in a playlist battle as part of an engagement initiative. As well as interacting with the agencies, Spotify also wanted to increase awareness of ‘Spotify for Brands’—the platform’s advertising model. Another objective of the campaign was to share insights on Malaysia’s Spotify audience and to showcase the capabilities of Spotify’s API.

Execution

Spotify created a microsite where it invited agencies to add as many songs as they could to their playlist over a two-week period in order to win the grand prize of a DJ spinning live at their own year-end party. Other prizes included Spotify Premium codes and music headphones. After adding their favourite songs, agency team members were led to a page that provided an overview of Spotify for Brands, which included a video with consumer insights about Malaysian users, case studies and a media kit.

Results

The 13 media media agencies that took part, which included OMD, PHD, Carat, Mindshare, Zenith, Vizeum and Dentsu Media, added more than 22,000 songs during the campaign—double Spotify’s goal of 10,000. The microsite also saw an average session of more than 23 minutes during the course of the campaign. Vizeum, the winning media agency, added more than 7,000 tracks to its playlist.

Commenting on the campaign, Deirdre Phoon, integrated media planner at Vizeum said: “The Spotify Playlist Battle was truly a battle. We had to believe that we can do it, that we would create the most epic playlist that any agency has ever seen.”

 

Source:
Campaign Asia

Follow us

Top news, insights and analysis every weekday

Sign up for Campaign Bulletins

Related Articles

Just Published

7 hours ago

Netflix doubles ad revenue in 2024, targets another ...

The streaming platform is eying a growing piece of the $25 billion spend on connected TV, with geographic expansion of its ads supported tier.

9 hours ago

Following Trump's lead is a mistake. It's time for ...

Just like you wouldn’t plan a picnic without considering the weather; agencies that try to plan for the future without considering climate change are risking disaster, says Clean Creatives' Duncan Meisel.

12 hours ago

GroupM axes global agency CEO roles in major ...

EssenceMediacom, Mindshare and Wavemaker brands will still operate globally and local market CEOs will retain their roles.

20 hours ago

Trump signs order to delay TikTok ban for 75 days

With the new US president asking for a 50% stake in TikTok, advertisers should be cautious of the evolving landscape and not put their ‘eggs into one social basket’.