In a continued attempt to authentically engage with their diverse user base, Spotify has launched a creative new ad campaign centered around some comical user-generated playlist names. The series takes actual playlist names created by Spotify users and couples them with a sarcastic or tongue-in-cheek remark on the playlist.
One playlist, named “DON’T DELETE THIS AGAIN POOTY OR I WILL END YOU,” prompted this response from Spotify: “Be careful Pooty. They seem serious.” As creepy as user-level data tracking can be, this particular campaign is a welcome take on the quarks and oddities many experience when sharing playlist on streaming sites.
Additionally, Spotify got Alessia Cara, DNCE, and D.R.A.M. to read the names of peculiar names of playlists in which they are featured. A number of DNCE songs are on a playlist called “Play this at my funeral,” while Alessia Cara’s music appears on “Global warming is real… let’s dance.” Meanwhile, D.R.A.M. mocks the notorious “Rap Caviar” playlist.
Last year, Spotify launched a similar campaign based on statistics around user habits. For example, one billboard read, “Dear person who played ‘Sorry’ 42 times on Valentines Day, what did you do?” Creepiness aside, Spotify knows how to advertise.
Check out the videos below: