Spotify’s Branded Moments
In the past few years Spotify have really consolidated their position in the music streaming world. The stats back this up:
“We now have over 100 million users spending more than 2 hours per day on our platform and our users are listening to over 2 billion playlists (and counting) to soundtrack these everyday moments.”
In late 2016, Spotify for Brands UK announced the launch of their latest native ad experience called ‘Branded Moments’. It enables brands to engage with music fans on Spotify based on the moments-themed playlists which consumers are listening to. They made six of their most popular curated ‘moments’ available for brand sponsorship: Chill, Dinner, Focus, Party, Sleep, and Workout.
The additional benefit is that all of Spotify’s usage is measurable, which allows you to measure ROI and gives a lot of relevant data to the brands.
First to use this new feature is Danone, who have joined forces with Spotify for a year-long partnership to help build strong connections between their Danone Light & Free brand and the ‘Chill’ moment, in a campaign that launched in the UK on February 1st.
As the first company to run a UK-based campaign around ‘Chill’, Danone has created the opportunity to promote the brand attributes of Danone Light & Free to an audience of relaxed and engaged music fans, while they are doing what they enjoy most – listening to music.
Other brands will soon follow such as Gatorade, Bacardi and Bose – have a look at the video clip to see how it works.
Aside from the obvious advertising, I think two of the great facets of these campaigns are giving the user 30 minutes of uninterrupted music and developing a more personal relationship to the brand.
They will be working with different artists and social media influencers to create an experiential package involving an mix of original playlists and music experiences such as competitions for the chance to see famed artists up-close at special unplugged sessions.
This campaign has already started and the competitions will begin at the end of the month on the 20th February when Spotify will reveal the name of the artists involved with their project, giving us plenty of music experiences to get through the rest of the year.