By Amanda Hayes, Managing Editor
“Thanks, 2016. It’s been weird.” –Spotify released this tagline in their recent global outdoor advertising campaign.
It’s no surprise that the general population has been unsure of what to make of this past year. Between crazy electoral candidates, gorillas, and Kardashians many have taken to comic relief in efforts to better deal with the events of the past year. Aside from the countless memes, some companies have decided to use this to their own marketing advantage.
A perfect example of this is Spotify’s global outdoor advertisement campaign that humorously plays on the baffling year by providing some comical statistics all across major cities. The campaign was organized and developed by Spotify’s creative team and uses their data and statistics in a humorous and engaging way. Above is an advertisement placed in New York City while another states “Dear person in the Theater District who listened to the Hamilton soundtrack 5,376 times this year. Can you get us tickets?” The advertisements have been placed in New York, London and Germany so far and will be placed in 14 markets.
The campaign has received a great deal of positive feedback all focusing on the fact that it is humanizing data and that it is proving to be an effective marketing strategy.
I think that this will deem to be an extremely effective campaign for Spotify because of the successful use of appealing to pathos and allowing us all to laugh at the past year as a community. This campaign instills a feeling of togetherness that we all love music and may listen to that one song a million times. Personally, I think that this was necessary at the end of the year when really in light of recent events we all need to come together and have a laugh.
Spotify’s chief marketing officer, Seth Farbman, stated “For us, data inspires and gives an insight into the emotion that people are expressing.”
Thank you 2016, and thank you Spotify, it has been weird.