Spotify and Data: Creating OOH “It’s been weird.”

screen-shot-2016-12-01-at-5-05-57-pmIn 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.

SPO16_US_LA_P_ LA0016_WAL_GirlsNight.inddBut 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.

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2 responses to “Spotify and Data: Creating OOH “It’s been weird.”

  1. While I did find Spotify’s campaign to be humorous and it certainly did catch my attention, I’m not surprised by the idea of them compiling information on every individual that uses their services, as it’s fairly basic information they have access to and it makes sense for them to use it for marketing purposes as well as a way of customizing Spotify to each user. Logical as it may be, there’s still something slightly off-putting about the vast amount of personal data being collected about millions of people on a daily basis. The idea of someone–anyone having that amount of information on me is an odd feeling and while it may not be done with malicious intentions, I can see why it alarms people and can be seen as “too much”.

  2. Love the campaign. I think there’s a larger argument about millennials and big data here that Spotify addresses well. As tail-end millennials, we were taught growing up that whatever we put on the internet we can’t take back. Including our browsing history. If any person under 30 is surprised by Spotify’s ability to produce these numbers, they’re clearly living under a rock. This campaign does a great job of saying “yea, we know what you listen to, but we love it and it’s cool af”. It takes away the guise of scary Big Brother watching and turns your listening history into something you should be proud of.

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