Spotify will ramp up its digital marketing in the lead up to Australia Day, with STW agency Switched On Media appointed to handle its content creation and paid social needs.
The agency was appointed to the account last year, and has already worked on the first phase of its Summer 2014/15 campaign, which involved using digital and paid social to drive awareness and engagement in three key segments: Spotify gift cards, Spotify Premium subscriptions and Spotify's Year in Music campaign.
However, with the Christmas period now done and dusted, Spotify and Switched On Media will now switch its focus to Australia Day.
It will use Facebook, Instagram and Twitter as its primary channels to push Spotify 'ready-to-go' music, with a focus on the role of music in Australia Day celebrations.
Separately, it has signed up Michelle Bridge's 12 week body transformation program for a new initiative leveraging its API generator and Echo Nest data hub to target runners.
It will ask Spotify users a series of questions, such as location, running distance, and intensity of the run.
It will then generate a playlist of music aimed at matching the beats per minute in the track, energy, and 'loudness' to match the pace of the runner.
Promotional segments for the program will run between songs.
“Only Spotify can offer brands this level of music personalisation as part of their campaign,” Spotify's Australian sales director, David Raitt, said.
Our powerful API makes broad and deep music data available to advertisers interested in offering much more than a simple radio station - more intelligent, immersive, personal, and enjoyable branded experiences for Spotify users across Australia,”
The campaign is running for two months.
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