Spotify Wrapped truly is the gift that keeps on giving, both for users and Spotify’s marketing goals. I don’t know why it feels so good to watch, it just does. The way it encapsulates the nostalgia of the year and reminds you of the connections you built between new and old artists is so cleverly done by way of interactive content.
In case you’re unaware or unfamiliar, Spotify Wrapped is an awareness campaign that utilises user data to serve up users’ favourite songs, albums and podcasts to be shared across social media platforms via the app, engaging more than 120 million users last year, according to Spotify. This year, Spotify has launched its Wrapped presence in Roblox, with the goal of tapping into an even bigger audience.
Spotify Wrapped, which has been around since 2015, was created in-house at Spotify. Over the years, Wrapped has become an anticipated event, namely across Twitter and Instagram, where Spotify users post branded content in an organic word-of-mouth style of marketing, Bodman said. Now, with a presence in Roblox, there’s an opportunity to reach a younger, newer generation of potential Spotify users. It’s now a form of institution.
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