Spotify Road Show Leverages Moments-Based Marketing
The Branded Moments Road Show reached media buyers at agencies in seven cities with an immersive experience that showcased Spotify’s ability to target the moments that its listeners are currently in. Moments-based marketing is new to the advertising industry and considered the new currency of the “attention economy.” The road show showcased Spotify as a Tier 1 media partner with ubiquity and data insights, and built buzz for its Branded Moments advertising product through a three-part experience that involved an invitation, educational sessions at a media agency and a dance party.
Traveling over eight weeks to 61 agencies, the road show educated more than 1,000 people about the product. The interactive journey began with the invitation, which featured Spotify usernames as part of the RSVP and made it possible to see user-generated data instantly and compare it to colleagues attending the events. Educational sessions explained more about the product. At the party, insights came to life with interactive panels and light exhibits that showcased the data and inspired attendees to touch, move and photograph the motion and graphics, helping them visualize how Spotify utilizes data in a productive way. Dancing with data. We like it.