Spotify rejoiced in the weird.

Spotify rejoiced in the weird.

Years back, people claimed that big data was a vital source of information and the future of business. However, big data does not come pre-packaged as “ready to go.” It’s messy, messier than an episode Real Housewives. Without experts to navigate through all the data, it becomes a useless black hole. The amount of data that companies have access to can be daunting, but can be exceptionally useful if approached creatively.

Spotify has demonstrated that they are experts in this realm. Not only have they used their data to enhance their users’ experiences, but their marketing team launched a successful campaign driven by data: an accomplishment that very few companies have been able to do. Instead of welcoming the new year with a kiss, Spotify launched their “Thanks 2016, it’s been weird” campaign. Spotify has access to basic customers’ information and location, their music taste, their playlists, and listening habits. From this, they compiled some weird stuff…they were able to create a comical and entertaining campaign. The ads contained songs or playlists that were popular to the area in which the ads were posted, making it more relevant to the users. Spotify went on to add their own take on the information. Here are a few examples below:

(PC: Ad Age-Spotify)

Not only is the fact that they used data to create this campaign fascinating, but they opted for billboards, a more traditional type of marketing, and very little to no digital marketing. Instead, the public took charge to bring the traditional ads to the digital world, posting pictures of the billboards and their reactions on social media. Billboards have been primarily seen as a one-way medium, but the humorous messages prompted customers to want to interact with the ads, which led to an even greater amount awareness.

(Twitter: @holliestantion91)

(Twitter: @anaiskatara)



Big Data As a Marketing Strategy – SPOTIFY’s 2016 Campaign


Joshua Dunn

Joshua Dunn

February 6, 2018at 12:14 am

This is so cool! I had never heard of this campaign until now. I have always loved how Spotify used their data to improve the consumer experience, but this takes it to a new level. I think that this campaign does a great job of displaying the reality that ‘Spotify is used by so many different unique individuals, and that there is a story behind each one worth knowing. Great post!

Jake Glickman

Jake Glickman

February 6, 2018at 9:05 am


I really enjoyed reading your blog post. Spotify’s new years campaign is an excellent example of a company thinking outside of the box and finding a unique way to create a conversation with its users. Spotify’s billboards celebrate the weirdness of their millions of subscribers. Furthermore, Spotify gives this type of analytics to the users at the end of each year as well. This allows users to celebrate their own weirdness and take notice of the songs they played over and over again during the past year. Great work, Tania! I look forward to more unique campaigns from Spotify in the future.

JD Hyers

JD Hyers

February 6, 2018at 11:33 am

This is awesome! I actually had no clue Spotify did this campaign; however, I have been a user of Spotify for a while now and I have become familiar with the ‘end of the year’ data they compile for each of its users on a personal level and I really enjoy it. This goes to show that there are plenty of creative ways still out there for companies to keep its customers involved and laughing along!

Alyson Carroll

Alyson Carroll

February 6, 2018at 12:55 pm

I think this is one of my favorite campaigns I have seen. It’s hilarious, which we love because who doesn’t need a bit of comedy as we watch the world burn. But its also interactive. So many people today are taking pictures of the cool thing they saw today and that would have been the cool thing for so many people. Imagine if they did it with Snap Chat where you could go to that playlist or song if you took a picture with it? There are so many possibilities.

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