Spotify

Spotify for Brands Launches

Spotify has amassed over 550 million active users since inception. All those users have spending dollars, and brands are very interested in marketing to those dollars. The Discovery Tool was created out of a partnership between Layerframe and the Spotify for Brands team to display data analytics information in a compelling package for marketing professionals.

The Spotify sales team found great success with this new Discovery Tool, which led to a series of partner versions, and spinoff applications based on marketing insights and user data analytics.

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The Discovery Tool Pays Dividends

One update made its premiere at the Cannes Lions festival, a revamped intro that gave public users their first access to the dynamic storytelling and insights available with the full Discovery Tool. Users were able to select a playlist moment to focus on, either Workout, Commute, or Party, and then filter data by gender, age group, and country to produce a dynamic presentation of insights ranging from top moods and genres to peak listening times for the chosen audience.

Behind the scenes, we also revamped the full suite of Discovery Tool insights with updated visuals according to Spotify’s exciting new visual identity. We also took the opportunity to re-work the user flow and user experience elements to provide an improved experience for Spotify’s global sales team.

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Coachella Music Festival

Our team collaborated with Spotify on their #WeWereThere campaign at Coachella, integrating high-tech solutions to enhance festival-goers' experiences. We utilized cutting-edge touchscreen ad RFID technology to create personalized, shareable moments from the festival, capturing the spirit of Coachella for attendees and their social media followers.

By scanning your festival wristband at various check in points, users could automatically add any particular artist playing at that time and place to a custom playlist. We also were able to create a visual "footpath" of the user's journey through the festival, with a unique shareable infographic for use on social media.

This activation was covered by Billboard and other press outlets, which you can find here. This innovative approach not only enriched the festival experience but also extended the engagement well beyond the event itself.

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Your Year in Music

At Layerframe, we teamed up with Spotify to launch the very first 'Year in Music' campaign, which used user data to create personalized summaries of their music listening throughout the year. This groundbreaking project became the blueprint for the popular 'Wrapped' campaign that Spotify users look forward to every year.

By blending data analytics with creative storytelling, we helped users relive their unique musical journeys and share their favorite moments with social media networks.

Press coverage and marketing impact:

The Verge
One Page Love
Fast Company
Bloglander

Character Match Activations

At Layerframe, we collaborated with Disney and Netflix to create character match playlists for 'Star Wars: The Force Awakens' and 'Stranger Things.' Our team handled the creative direction, art direction, concept, and design for a unique digital activation to promote the Star Wars prequel series. Partnering with Spotify, we developed the first-ever 'character match' feature, where users logged into a microsite we built and were matched to a character from the film/show based on their listening habits. This innovative campaign received significant press coverage, including features in Entertainment Weekly, Billboard, and Fortune Magazine, making a notable impact in the entertainment and marketing industries.

Press coverage and marketing impact:

Entertainment Weekly
Billboard
Fortune Magazine

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Other projects in partnership with Spotify include an internal social network for marketing teams (GROOT) and developing a digital asset management system, in partnership with Bynder.