Spotify Mixtapes

Spotify

2021 (Spec) Digital & Experiential Campaign to convert driving commuters who habitually use the radio over music streaming services.

This campaign is composed of two parts:

(1) Experiential: Limited edition parking passes at select parking lots and garages that, when scanned through a mobile device, the user can access one of the many curated Spotify playlists on their drives.

(2) Digital: Users can create their own Mixtapes through the Spotify app. These Mixtapes are able to be saved for quick access and to share with others.

INTRO

PROBLEM

Music streaming services appear unfamiliar or inconvenient to driving commuters, who may choose radio over Spotify for these reasons.

INSIGHT

Although the music-listening experience has changed since the hay days of radio, the underlying connection that music brings has not. In fact, it is one of the strengths of Spotify, compared to other streaming platforms AND radio.

STRATEGY

Remind the target of the underlying connection that is still very much the core of how Spotify designs its listening experience.

SOLUTION

Create a physical manifestation of the Spotify playlist experience that driving commuters can begin their streaming journey from.

Users can create their own Mixtape on the Spotify app through the main menu.