The Brief:
2018 was Spotify’s 2nd official year conducting the campaign now known as Wrapped. It continues to be an important acquisition driver for them, with clients going as far as to call it their “Super Bowl” moment. How could Spotify make Wrapped2018 a big splash and generate FOMO?
The Strategy:
Leverage the advocacy of Twitch Influencers. Get them talking about their own Wrapped, and generate an organic conversation about the benefits of Spotify.
The Execution:
We got early access to two Twitch streamer’s Wrapped lists, and shot a series of :30 spots were we quizzed them on their music choices. The six :30’s ran across Twitch during the campaign flight and were supplemented by longform streams to unpack each streamer’s Wrapped in detail and in conversation with their communities.
