STRATEGIC BRIEF:
SPOTIFY BOOKS CAMPAIGN
Strategist: Zachary Raber
Art Director: Georgie Blenkey
THE MILE HIGH VIEW
-
Spotify has 406 million users, but a relatively unknown second content offering: audiobooks.
-
Spotify wrapped has taken social media by storm, offering unprecedented music shareability. It also stands as one of the music giant’s points of difference.
-
Spotify can dive deeper into interactive platform elements for a unique user experience. This time, it’s through Spotify’s most unique offering yet: The Spotify Points Program.
THE SPOTIFY POINTS PROGRAM
The Basics:
I) Earn one point per minute listened.
II) Earn more points for completing challenges.
III) Collect rewards as you go.
Why It Works:
Rewards psychology used by huge brands and gaming applications to hook people on point collection rewards.
BRINGING THE PROGRAM TO LIFE:
UX / UI INTERFACE
The Spotify Program is a natural expansion of Spotify’s current in-app offerings, keeping the app’s iconic design while lifting the UI to new interactive highs.
Research highlighted that the most popular games in the app store have used rewards systems that aren’t tied to actual purchases. These point systems drive daily login loyalty, trigger dopamine releases, and build micro-routines. The Spotify Points Program borrows the habit-building power to gain traction in its lesser-known second content offering.
ELEMENT I
BOLD GUERILLA MARKETING
Non-conventional low-cost marketing makes a big splash in metropolitan areas. It gets thousands of eyes per hour in unexpected ways, aiming for the chuckle or double-take.
The balloons dangle the one-liner “now it pays to listen” and keep the explanation a single scan away. They act as a flashy lure for converting passersby into campaign splash page site visitors.
Hundreds of campaign promo balloons can be placed at high-impact areas: subway stations, bus stops, bike racks, light posts, sidewalks, and benches.
YOUTUBE PRE-ROLL AD
10-second pre-roll ad for YouTube. Copy: “Reading 20,000 Leagues may feel like it’ll take 20,000 hours… We’ve got some incentives.”
FINE-TUNED PLACEMENTS:
COMMUTER BILLBOARDS
DIVING INTO BRAND VOICE:
CAMPAIGN ARCHETYPING
PRIMARY: SAGE
SECONDARY: JESTER
The Spotify Books campaign takes on a punch complementary archetype structure— two identities at polar ends of the wheel. The primary tone of the Sage positions Spotify as a value-driven provider of diverse learning experiences. The meekness of the archetype is energized by the Jester, which injects lighthearted fun into the brand’s campaign voice.