Lifestyle Marketing: Unwrapping Spotify Wrapped

Posted on December 6, 2018

We’ve talked about unboxing and how great that can be for your business, but what about unwrapping a campaign that’s designed to wrap? Spotify recently launched their annual “Spotify Wrapped” campaign to roaring success. Both “Spotify” and “#2018wrapped” are trending topics on Twitter today, as this campaign has become a holiday tradition akin to chestnuts roasting on an open fire, or seasonal affective disorder. Take note, because your brand could benefit from this kind of campaign.

The holidays are one of the busiest marketing periods on the calendar. It’s easy to go overboard with your sales pushes, as customers will be bombarded with offers and discounts throughout the holiday period. Why not use this as a moment to be a safe haven from screaming salesmen? Spotify does not stand to gain anything financially by sharing its analytics with users — at least immediately. But when more and more people see the novel, intriguing “Spotify Wrapped” campaign, they’ll be enticed to subscribe.

Word of mouth is one of the best ways to market your business. People will believe a friend over a brand every single time. By creating a personalized user experience, Spotify encourages users to share their unique data with others, who then share their data with their friends, and then those friends will share theirs. This continues until it reaches someone who isn’t a subscriber, and upon witnessing all of their friends using this service, they’ll be given the incentive to join up. Spotify is betting on the long game — it’s not starting an ad campaign, so much as a movement.

So this holiday season, get into the giving spirit and offer your customers a uniquely curated, holly, jolly experience. By playing the long game, you’ll create a relationship with customers that can’t be imitated. Your brand will quickly become a holiday friend that your customers will meet under the mistletoe.