Spotify launched in New Zealand just a couple of months ago, but it's been hard at work racking up more than 15 million active users internationally for a lot longer than that. And as it seeks new ways of monetising its service, its sight is set on big brands that are equally keen to tap into the service to create unique marketing opportunities.
The likes of McDonald’s and Reebok are already on board with their recommended playlists, and it’s even making tracks in political circles, with the creation of the official 2012 Obama campaign playlist. Locally, Spotify recently gained some traction, too, with ASB and Saatchi & Saatchi teaming up to create a “New Zealand media-first” branded Facebook app that integrated with the Spotify platform and industry commentators to create an ‘Olympic Moods’ soundtrack.
The Moodulator app shared regular updates from the Olympics and invited Facebookers to record their reactions using a series of sliders, which gauged emotions such as pride, happiness and excitement. Over the course of two weeks, the campaign received 17,500 total visits and 14,800 individual visits.
And now that the games have wrapped up, a soundtrack summarising how New Zealanders felt over the course of the two weeks is available for free download via Spotify.
The final playlist looks to be an eclectic one, featuring everyone from Jay-Z to Whitesnake, Foo Fighters to Marvin Gaye. Stadium anthem rockers Queen make numerous appearances and there's a couple of Kiwi songs thrown in for good measure.
“There are a lot of classics, particularly New Zealand anthems which crop up again and again,” says Saatchi & Saatchi group account director Philip O’Neill.
“That’s not surprising given that patriotism breeds patriotism. When you’re feeling great about a New Zealand sports person it’s not surprising that a great New Zealand song is the first thing that comes to mind.”
He says ASB already had a relationship with Spotify and was also a key partner of the Olympics, so it was about unifying the two.
“It was spotting the opportunity to bring together those two significant partnerships in a way that would add something to both. And it gave people another way of experiencing the Olympics.”
ASB is no stranger to social media and technological innovation. It came out trumps this year when Canstar dished out its inaugural annual online banking award, recognised for its leading edge in internet banking, apps and its own website. Plus it made Financial Brand’s Top 35 Banks on Facebook and Top 35 Banks on Twitter, as well as scoring the Service Innovation Award in the 2011 BAI-Finance Global Banking Innovation Awards for its Facebook virtual branch.
O’Neill says this kind of success means customers have a heightened expectation of ASB.
“Those used to engaging with ASB through social channels expect ASB to deliver something interesting and the Moodulator was another way of doing that.”
But not everyone gets social media right, and O’Neill credits ASB's success in part to its ability to use social media in a way that enhances the user experience rather than being intrusive or overly promotional.
This story originally appeared on StopPress