#PLAYTHIS

Bronze Spike

Case Film

Presentation Image

Title#PLAYTHIS
BrandSPOTIFY INDIA LLP
Product / ServiceMUSIC STREAMING
CategoryD03. Use of Social & Digital Platforms
EntrantDDB MUDRA Mumbai, INDIA
Idea Creation DDB MUDRA Mumbai, INDIA
Production DDB MUDRA Mumbai, INDIA
Post Production DDB MUDRA Mumbai, INDIA

Credits

Name Company Position
Anvita Arora DDB Mudra Client Service Director
Mehak Jaini DDB Mudra Vice President
Aditya Kanthy DDB Mudra GROUP CEO & MANAGING DIRECTOR
Gaurav Magotra DDB Mudra Business Head
Rahul Mathew DDB Mudra Chief Creative Officer
Prateek Vora DDB Mudra Lead Analyst
Shyam Nair DDB Mudra Creative Director
Dhruv Rathod DDB Mudra Art Director
Dhruv Shukla DDB Mudra Account Manager
Gurdiksha Kaur DDB Mudra Senior Copywriter
Vallari Sharma DDB Mudra Copywriter
Samidha Karalkar DDB Mudra Copywriter
Isha Nandi DDB Mudra Copywriter
Pradnya Parab DDB Mudra Art Director
Ketan Rambhia DDB Mudra Group Senior Strategist
Simran Shroff DDB Mudra Copywriter
Suyash Barve DDB Mudra Creative Director
Debashish Ghosh 22 Feet Tribal Worldwide National Creative Director
Preetham Venkky 22 Feet Tribal Worldwide President

Why is this work relevant for Brand Experience & Activation?

Spotify India had one goal in mind, get people to experience their catalogue of 4 billion playlists. With #PlayThis we created a brand experience on Twitter through a week-long activation to use the internet's favourite lingo: emojis, to experience Spotify's brand promise of a playlist for every mood and moment.

Background

21st June 2020 was special. World Yoga Day, Father's Day, World Motorcycle Day, World Selfie Day, and a Trump Rally had to be celebrated on the same day as Spotify's day or as the world likes to call it 'World Music Day'. The challenge was to come up with an idea that was loud enough to be noticed on a day as noisy as this one. And at the back of it make people realise and experience the extensive bank of playlists on Spotify.

Describe the creative idea (20% of vote)

So, on World Music Day, we turned the internet's favourite lingo into playlists. We partnered with Twitter to create an engine that mapped all 3400 emojis across iOS and Android to playlists that would match the emojis. All a user had to do was tweet the hashtag #PlayThis followed by an emoji of their choice (Yes even the poop emoji) and get a Spotify playlist relevant to the emoji within a second.

Describe the strategy (20% of vote)

Emojis are a parallel language for the generation today. A language that often precedes the traditional ones. The famous saying of “a few words can say a lot” has been truly trumped by this new language because a single emoji can genuinely say a lot more than even those few words. And as a generation, we’re constantly becoming more comfortable expressing our feelings through these powerful little figures than with words. Music, at the same time, is all about emotions and Spotify has a playlist for every single one. So this World Music Day, while the other coinciding days were likely to dominate attention with poses and dances and slurs and what not, we played to the strength of simplicity and fun, and let the world discover music in the language they are most comfortable with - emojis.

Describe the execution (30% of vote)

We partnered with Twitter to create a unique engine that mapped all 3400 emojis available on Android and iOS to a Spotify playlist. All a user had to do was tweet the hashtag #PlayThis followed by an emoji of their choice and get a Spotify playlist relevant to the emoji within a second. This activation took place on World Music Day, 21st June 2020. Users could participate in the activation on Twitter. Each user who used the hashtag + emoji got a fun tweet copy along with a relevant Spotify playlist as a response.

List the results (30% of vote)

-The hashtag trended at #5 worldwide and trended in 18 countries overall. -It also ranked No.14 as the Longest Trending Hashtag Worldwide on Twitter worldwide. With a whopping -14.9 million impressions - 424.4k mentions - 138k engagement

Links
Social Media URL