Spotify hints playful use of data in outdoor ad campaigns

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Spotify had put its vast trove of listener data to playful use in a new global OOH ad campaign—its largest OOH effort to date—with executions that playfully highlight some of the more bizarre user habits it noticed throughout the year 2016. The work, developed by Spotify’s internal creative team, began rolling out in the US, UK, France and Germany and is fully in the market. The ads use aggregate data, and even some individual data, to generate headlines like, “Dear person, who played ‘Sorry’ 42 times on Valentine’s Day, what did you do?”