Spotify highlights ‘gratitude, resilience’ with 2020 Wrapped campaign


  • Spotify this week released a multichannel project to highlight a function that offers users of the audio streaming platform a customized evaluation of their listening routines for the year. The theme of “2020 Covered” is “appreciation and strength” to assist acknowledge the artists, podcasters, listeners, and playlist creators who “kept us captivated, grounded and notified” through a difficult year, per information emailed to Mobile Online marketer.
  • As part of the project, Spotify for the very first time partnered with the National Independent Location Association to take over an area on the marquees of U.S. music venues that were required to close during the pandemic. Spotify’s “Circle of Thankfulness” effort will feature images on social media and out-of-home advertising to reveal support for recording artists, podcasters, and daily individuals who share playlists on Spotify. The company will target marketing by location, such as placements in the home towns of artists.
  • Spotify’s international project features more than 40 artists and 15 podcasts, and will encounter out-of-home (OOH), digital out-of-home (DOOH), connected TV, online video, social networks, web, and the Spotify platform in 31 markets worldwide, per its announcement. On Dec. 7, Spotify will begin running a “My 2020 By:” promo that includes a range of characters who have developed playlists utilizing its new audio format.


Spotify’s annual projects for Covered objective to display the distinct functions of its platform as the company continues to expand the user base for both its ad-supported and ad-free variations worldwide. As in the previous number of years, Spotify’s campaign consists of a heavy OOH existence, though the takeover of marquees on music places nationwide is a new aspect as the company shows support for independent operators of theaters and auditorium that have been closed given that the onset of the pandemic. The project style of “thankfulness and durability” showcases how its music and podcast programs have assisted to keep people captivated and informed throughout a troubled year of an international health crisis, financial recession, and demonstrations versus racial inequality.

This year’s Covered campaign is rather comparable to 2015’s effort in highlighting its exclusive podcast programming, which has ended up being a considerable way for Spotify to differentiate its service from rivals like Apple Music, Pandora, iHeartRadio, Amazon Music, and YouTube Music. Spotify this year continued to spend greatly on podcasting through direct acquisitions and licensing deals. Last month, the company made its greatest acquisition of the year with the $235 million takeovers of podcast marketing and publishing business Megaphone to enhance ad income. The offer followed its purchase of Expense Simmons’ The Ringer network in February for nearly $200 million to broaden its sports and pop culture programming.

Amongst its licensing offers, Spotify bought the rights to stream “The Joe Rogan Experience,” among the most popular podcasts in the U.S., for more than $100 million, and signed a multiyear agreement with Warner Bros. and DC to bring scripted podcast series based upon the comics imprint’s superheroes. Spotify also signed a multiyear partnership with Riot Games to be the authorities and exclusive streaming partner for the video game maker’s “League of Legends” international occasions, an offer that includes a number of podcasts.

Advertisers have taken notification of Spotify’s potential to engage audiences with audio experiences, though the business likewise streams video with programs like “The Joe Rogan Experience.” Sportswear brand Reebok last month began promoting its very first shoe collection motivated by rap artist Cardi B in an interactive audio experience that let users develop beat tracks on Spotify’s desktop app. Carmarker Hyundai revealed a mobile and digital experience to highlight the features of its 2021 Elantra sedan, while beauty brand Estée Lauder let Spotify listeners verbally ask for a sample of its most current charm serum through Google Home clever speakers.

Spotify’s expanded lineup of unique programming has helped to drive audience development, including a 29% gain to 320 million month-to-month active users (MAUs) in Q3 from a year previously, per a quarterly report. Spotify’s advertisement revenue climbed up 9% to $185 million throughout the duration, while its subscription earnings increased 15% to $1.79 billion. Its efforts to monetize its programming included an agreement with Omnicom Media Group, which in July consented to spend $20 million by the end of the year on podcast ad positionings.

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