Spotify’s Biggest Day is Here
Why Spotify Wrapped is an ingenious marketing tool
Like many of Spotify’s 365 million monthly listeners, I use the audio streaming platform almost daily. Today was no different. I opened my phone this morning, planning to start the day off right with some of my favorite tunes, and was greeted with a popup ad that boldly exclaimed that “Spotify Wrapped 2021 is Here.”
I normally ignore popup ads. But not today.
I was pleasantly surprised—no, I was delighted—to see that today was Spotify’s “Wrapped” day. And to be clear, I generally find myself thinking that most marketing tactics are gimmicky and overdone.
But not Spotify Wrapped. I love it.
And here’s why:
It’s a simple premise
There’s nothing complicated about Spotify Wrapped. It’s easy to comprehend and requires no additional buy-in from audience members.
Most readers will already be familiar with Spotify Wrapped, but here’s a breakdown for anyone who is unfamiliar with the concept:
Launched in 2017, Spotify Wrapped is an advertising feature that was created solely by user-generated content. The premise is simple: at the end of the year, the user would see a report of what they had listened to…
