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.”

 

Related Articles

Just Published

1 day ago

Mindshare adds dedicated China leadership

EXCLUSIVE: APAC CEO Amrita Randhawa has relinquished her China responsibilities to two new leaders, Benjamin Condit and Linda Lin.

1 day ago

Pinterest unveils new tools and insights for marketers

Major takeaways from the platform’s first global advertiser summit.

1 day ago

Crash Course: How to develop a content strategy

You know content should be a key part of your overall brand strategy, but where do you start? This course explains the key steps you should take to ensure an effective content journey.

1 day ago

The unlimited potential of live storytelling in ...

Brands like Standard Chartered, Uber Eats and Mastercard achieve impact by marrying human emotions with the unpredictability and excitement of live sports.