Spotify Launches Pool Party-Themed Experiential Campaign
Spotify Australia has hit the road for a month-long summer road trip, visiting more than 30 regional and rural towns along Australia’s east coast as part of a new campaign.
The experiential campaign features a custom branded truck with unique pool party-themed interactive photo booth that will travel from Brisbane to Melbourne until Christmas.
Visitors will have the opportunity to have their photo taken in the photo booth and be given the chance to win on-the-spot prizes.
The campaign aims to position Spotify as the ultimate summer sidekick and will also involve a nationally-reaching digital campaign (display and mobile) and social (organic and paid).
Fans playing along at home will also be given the opportunity to win themselves a Spotify Summer party pack worth close to $500 via the campaign’s microsite.
Spotify enlisted PLAY Communications to conceptualise and execute the campaign following a two-way competitive pitch.
Spotify consumer marketing director Serena Leith said the streaming giant expects the campaign to re-ignite brand love and drive acquisition amongst an audience that often misses out on the great music experiences offered to those in capital cities.
“We know that some of our most engaged users call Australia’s much loved regional towns and coastal digs home,” she said.
“That’s why we’re taking the Spotify streaming experience on tour this summer.
“Whether you’re based in Brisbane, Byron or Bega, we want to make sure everyone’s summer is filled with as many good vibes and great tunes as possible this summer.”
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