As part of 'Wrapped' 2019, Spotify also launched a microsite that allows users access to a personalised 'Wrapped' experience. The global 2019 'Wrapped' campaign uses Spotify's data and insights to celebrate the ways people worldwide have listened to their favourite music and podcasts.
In the United States, Spotify 'owned' New York's Penn Station, a hub for daily commutes and holiday travel. Across nine major cities in Germany, Spotify took over multiple high impact locations with complimentary lighted projections to surround the market's shopping and pedestrian districts. At London's Westfield mall, the streaming platform transformed Mariah Carey's dress into a holiday wonderland with snowfall floating across the Spotify board.
To support 'Wrapped' 2019 in South Africa, Spotify has implemented several tactical elements to increase awareness and visibility around the campaign across OOH, social media, broadcast, as well as roadside activations in key cities.
Digital and static billboards, featuring top artists such as GoldFish and Lil Nas, have gone live on main roads announcing Spotify's 'Wrapped' most-streamed artists, as well as the number of hours consumed throughout the year. Digital competitions and live reads on stations such as YFM
are also being used to support the campaign.
To engage consumers directly, Spotify has launched an activation at major intersections by handing out free cups of black coffee. This will be done in celebration of renowned DJ, Black Coffee, whose song Drive
(featuring David Guetta and Delilah Montagu), topped the list of the most streamed South African tracks in South Africa.
Spotify is not only using their own social media platforms to drive 'Wrapped' but has also partnered with local influencers to share and amplify their personal 'Wrapped' cards on their social media platforms.
Individuals can access their personal 'Wrapped' card via the Spotify app on mobile and tablet or the website at spotify.com/2019
For more information, visit www.spotify.com
. You can also follow Spotify on Facebook
or on Instagram