In Spotify’s largest Out of Home marketing campaign, they used their streaming service data to create insightful and comical campaigns to spark interest. Launched in pieces of Europe earlier this week and in full market yesterday, the the caption “Thanks 2016, it’s been weird.” on the advertisements keeps the campaign light and playful while picking fun at their customers.
To most people Spotify and other streaming services are brainless apps on their phone that let them listen to their favorite music for free or uninterrupted for a monthly fee. This type of campaign and creating an opportunity for Spotify to remind their customers that there are real people that run Spotify, and they’re fun. Young people specifically seem to be typically more inclined to appreciate and lean towards a brand that they can also identify with. Streaming apps struggle to make that connection because there’s so little interaction between the brand and the user when an app is customized for the customer. Being able to humanize a brand that’s considerably based on technology is not an easy task.
But is it too much? The concept of big data is terrifying to many people across the globe. “Big brother” watching every email you reply to, photo that you share and even songs you listen to may scare people more than make them laugh. Spotify has used this campaign to make a joke but also is inadvertently telling anyone who’s willing to read the information that they may have on their users. In most cases, does the idea of people knowing what you’re listening to really matter? No, probably not. But the idea that it’s just one more trackable thing may scare potential customers away from the brand.