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

Related Articles

Just Published

2 hours ago

Campaign Asia-Pacific's Agency Report Cards 2024 ...

Campaign Asia-Pacific’s editorial team has conducted the definitive review of the top 25 media and creative agencies across APAC. The in-depth reports will be released shortly—subscribe now for exclusive access to the full analysis and insights.

9 hours ago

The Botanist gin focuses on 'the now' as it backs ...

The rebrand was handled by The Elephant Room.

9 hours ago

Havas Health is futureproofing creativity through ...

The agency launched its Neurodiversity Center of Excellence to help implement neurodivergent talent in its creative marketing and brand strategy.

21 hours ago

Why Snap’s creative chief is doubling down on ...

EXCLUSIVE: Veteran creative and former W+K leader Colleen DeCourcy on Snapchat’s new brand positioning, why the company is ‘anti-social media’, the benefits of in-housing, and more.