Spotify Wrapped 2016

A campaign with it’s own Wikipedia page. This was where Spotify Wrapped all started. A massive global out-of-home campaign with 164 individual data stories for hyper-localized billboards, custom data stories for each user, other weird forms of gift giving - that has now become a cultural expecation at the close of each year since. 

The campaign generated an enormous amount of earned media (see below), 1.2 billion earned impressions and during the campaign, new subscriptions broke all company records.

Cannes Lions (x4)
One Show (x2)
Art Director’s Club (x2)
D&AD (x1)
Creative Review (x1)
Webby (x1)

Random Gifts for Specific Fans
Director, Jimmy Marble

There are over 100 million music fans on Spotify, but it takes a special fan to be a superfan. This holiday season, we decided they deserved a little something extra. We identified the top streamers of some of the top artists on Spotify, and partnered with the artists to create exclusive and unforgettable gifts. There were Sianta Hat for Sia Fans, Trapping Paper for trap music fans, Kornaments for Korn fans, and more.

Each gift was accompanied by its own mini-campaign including film, GIFs and social, and as word about the gifts spread across the Internet, the FOMO did as well. The videos were viewed over 10 million times, and the campaign generated nearly 200 million earned media impressions – positioning Spotify as the leading streaming platform for both artists and fans.