![]() A year later, it evolved to include personalized year-end playlists and was rebranded officially to “Wrapped” and rolled out with a full-funnel campaign. In 2015 when it first debuted, the project was simply a microsite showing top songs and top genres as a way to show how music fans engaged with the platform. ![]() While Wrapped has become a global phenomenon every December, it’s evolved over the past few years. “This year we have a second section where you can see the top 10 songs of the year, but we created it kind of like you would a bunch of record covers all lined up. ![]() “I think instinctively, we end up leaning into that memorialization a little bit in the creative,” Bodman says. Bodman said that wasn’t the intention, but it was maybe something that was in Spotify’s collective subconscious. The campaign also in some ways gives digital music fans a way to remember the albums and songs they don’t remember loving without having a physical CD or record to trigger it. You’re trying to entertain.”Ī Spotify Wrapped ad inside of a train station in Brazil. “And in a time when everyone has smartphones and people are sharing on social all the time, we actually think of out of home (ads) as potentially social media as well-only if you treat it as something that you’re not just trying to think of as an ad. ![]() “For us, what we’ve found is it allows you to create cultural moments,” Bodman says. However, Bodman said much of online presence has been organic. In fact, Spotify says it has 5,100 unique billboards and other out-of-home ad placements running globally. Outdoor advertising plays a key role again in this year’s Wrapped campaign. “I think there is always a balance of the stories that we know people are going to want-the familiar that they are going to expect-and working in the stories they wouldn’t expect that make them think about listening in the different way.” “Every year we have more stories than we can probably make and more ideas than we can probably make and as we craft the digital experience,” he says. According to Alex Bodman, Spotify’s vice president and global executive creative director, the goal was to make the setting feel like it could be anywhere and relatable to everyone-regardless of their music tastes.
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