Create an earned media idea that will drive consumers to Spotify.
Due to the Covid-19 pandemic 80% of US travelers planned to take at least one overnight domestic leisure trip in summer 2021. We checked our insight against Spotify data and leading into summer Spotify’s Family Road Trip playlist saw a 77% increase in streams in the U.S., and globally, Pop Drive streams increased by 51%.
Working directly with Spotify we decided to meet consumers where they are – on the road listening to Spotify! Working with the Department of Transportation, we sponsored nine highways across the U.S. and named them after iconic songs fans love to cruise to. Coupling road sponsorships with media buys, we invited consumers along for the ride as highways in California, Nevada, Colorado, Texas, Georgia, Pennsylvania, and New York rock Spotify billboards spotlighting artists and their iconic “road” songs. Custom software automatically pushed curated Spotify playlists to users as they entered our ‘Sponsored Highways’ creating a fully 360 program.