Spotify

Transforming a cultural phenomenon into a superfan night to remember

102K

Unique actively engaged viewers

3.3M

Unique reach

1.1M

Like on TikTok livestream

3.2%

Increase in followers on Spotify's TikTok profile

The challenge

We were selected by Spotify to deliver the UK’s first-ever Spotify Wrapped Live – a groundbreaking live concert experience. Spotify wanted to revolutionise their traditional Spotify Wrapped campaign by dominating social media for 48 hours. The ambitious goal was to move beyond their usual mix of paid advertising, billboards and PR to create a live experience that would generate organic social buzz and viral moments.

Approach

We created a live show designed specifically for content creation, harnessing two symbiotic audiences: a live crowd providing authentic energy and an online audience amplifying those moments across social platforms. Through collaborative workshops with Spotify stakeholders, we developed a comprehensive approach, treating the live event as a content factory designed to fuel 48 hours of social media dominance. To top it off, we secured the iconic venue that is Drumsheds and hosted seven major UK artists including Sam Smith, RAYE and Charlie XCX.

“What an absolute joy to work with you all – so proud of everything we achieved!
Thank you for being the best.”

Lucy Edwards

Senior Marketing Manger, Spotify

Result

Using Spotify’s own listening data, we identified superfans of each artist, creating exclusive ticketing that generated 40,000+ applications with complete sell-out in 20 minutes. The show delivered unprecedented success across all metrics. In just 90 days with 6,500+ project hours, the campaign hit all targets while giving superfans an unforgettable experience to wrap up 2023.