Spotify has been digging into your 2016 music listening habits for inspiration with its current advertising campaign. If you’ve got a strangely named playlist, the company has probably glanced at it, and maybe you’re (anonymously) appearing on a billboard somewhere in the world.
You can see the adverts in the wild by clicking on the gallery below, but the general gist is this: the company is using insights about its users to highlight the strange eclectic bunch its listeners are. The result are billboards in London that say “Dear 3,749 people who streamed ‘It’s the End of the World As We Know It’ the day after the Brexit vote, Hang in there,” and one in America reading, “Dear person who made a playlist called: ‘One Night Stand With Jeb Bush Like He’s a Bond Girl in a European Casino.’ We have so many questions.”
Another simply reads, “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, What did you do?”
The campaign – signed off with “Thanks 2016, it’s been weird” – has already begun in Britain, America, France and Germany, with Argentina, Australia, Brazil, Canada, Denmark, Indonesia, Mexico, New Zealand, the Philippines and Sweden to follow in due course.
Spotify’s Seth Farbman told Creativity Online that the idea came from the company’s “year in music” adverts, where individual musical trends were advertised based on ad location. “That led to the idea of reflecting culture via listener behavior. There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing.”
These are reserved for out-of-home adverts at the moment, though the company has plans to send emails to subscribers highlighting interesting trends about their own usage of the service.
As a Google Play Music user, I miss out on all this fun. But I do at least not have to worry too much about my secret love of power ballads being blasted all over the tube. Unless my headphones slip out, anyway.
Images via Creativity Online