Last year Spotify said goodbye to 2016 by creating OOH spots highlighting some of the most interesting and funny music listening behaviors of their users. This year, Spotify plans to do it again, with updated user data, in a campaign called “2018 Goals.”
For “2018 Goals,” Spotify mined through a year’s worth of user data, behavior, and streaming preferences to come up with dozens of headlines that illustrate how music played a role in users’ lives in 2017. For example, a “2018 Goal” would be to “Take a page from the 3,455 people who streamed the ‘Boozy Brunch’ playlist on a Wednesday this year.” The billboards will be placed in 18 cities around the world and include 70+ artists. Social will play a role via life-size cutouts of musical stars that will be placed in various cities. Fans are expected to take selfies with their favorite artists and share them on social or use them as filters.
With more worry surrounding user data privacy Spotify shows that sharing data can be a good thing. While still protecting users’ confidentiality, they are able to create spots that lighten up turbulent times in the past year and emphasize how their service brings people together.