Fun OOH campaign: Spotify gets cheeky with user data

The data captured by digital music service Spotify about its users is absolutely fascinating.

Who wouldn’t wonder why one user played the song “Sorry” 42 times on Valentine’s Day? Or why someone made a playlist about a one-night stand with Jeb Bush? Or why one user started their holiday music listening way back in June?

Spotify felt others might find these little nuggets of information interesting, too, and so it turned them into a clever out of home campaign.

The music service bought billboards around the world and plastered them with funny and odd insights into its users, based on the (anonymous) data it collects about them year-round.

From the U.S. to the UK and Australia

The billboards are cheeky but friendly. One placed in the UK, for instance, reads: “Dear 3,749 people who streamed ‘It’s The End Of The World As We Know It’ the day of the Brexit Vote. Hang in There.”

And another (assuming you’re intrigued by that Bush revelation): “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.”

Spotify’s in-house creative team developed the campaign, which will run in more than a dozen countries. This week it rolled out in the U.S., UK and Germany and will spread to Australia, Brazil and Sweden, among others.

Tags: alt media, billboards, music, OOH, out of home, spotify, spotify billboards