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Thanks 2016, It’s been weird.

Recently Spotify has started a global campaign that is based on their data that they collected from its user. It sounds like they are sharing people’s data with the world but it’s actually pretty cool. In this campaign they are saying farewell to the year 2016 and have named the campaigned “Thanks 2016, it’s been weird.” For this campaign they took localized interesting facts figure from their data and made if fun and entertaining. They say things like “Dear Person who played ‘Sorry’ 42 times on Valentine’s Day, What did you do?” The campaign is going to be placed in the U.S., U.K., France, Germany, Argentina, Australia, Brazil, Canada, Denmark, Indonesia, Mexico, New Zealand, the Philippines, and Sweden.This campaign was done by Spotify’s internal creative team in New York and were supported by the Spotify teams around the world.

What is interesting about the campaign is that the purpose of it was to show culture in different areas of the world and to express creativity. Spotify CMO Seth Farbman said “There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives us insight into the emotion that people are expressing.” Sometimes data is hard to express without using infographics or charts. I think they were pretty successful. In their ads they used a bright red box to put their type on and then put an image and other abstract shapes around it. These shapes and pops of color help provide visual interest to guide the eyes from the bright text box to the image and around. The size also helps draw attention to the ad. The ad is about billboard size, maybe bigger, and is near or above places its viewers will look. What’s also great is that the text isn’t boring to read. It makes you laugh to read the data and then Spotify’s comment to it.

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2 Comments

  1. mvarga15 wrote:

    Spotify marketing is brilliant if didn’t scare me into thinking that someone at Spotify’s R&D noticed that I’ve been listening to “Anyone Who Knows What Love Is” by Irma Thomas on repeat since I discovered the tune on Black Mirror. Considering the source of that song discovery and how this big data info is being used is causing me to question my reality.

    Thursday, December 1, 2016 at 9:49 am | Permalink
  2. mwong11 wrote:

    Spotify feature called the Daily Mix is amazing, I find it super helpful because it organize each genre and artist.

    Sunday, December 4, 2016 at 8:45 pm | Permalink