How Brands Connect with Consumers through Spotify
The way in which we create and share music is constantly evolving. As digital natives, we are obsessed with sharing information whether it is a picture of our breakfast, nail art, an auto-correct mishap, or a playlist of our favorite songs. Recently, music has played an increasingly significant role in the content we share online. The social music platform, Spotify, has leveraged this as an opportunity for brands to connect with consumers. Let’s check out some examples:
Songs You Sing In the Shower: In December 2011, Herbal Essences asked fans to share their favorite songs to sing in the shower. Realizing that many consumers have favorite shower-time songs, the brand jumped on this opportunity to connect consumers with their products through the common interest of music. The campaign was run through a Facebook app on the brand’s page that was built with Spotify’s API. Users were incentivized to add new songs to the playlist for the chance to win Herbal Essences products. The public playlist currently has 689 tracks and over 1,000 subscribers. (http://spoti.fi/pIZSdK)
