DON’T READ.
Spotify Audiobooks
Spotify was looking for a weird, fun campaign to break the mold and announce their audiobooks.
So we asked ourselves, how can we make listening the new reading?
And we realized. Sometimes, reading sucks.
Let’s have some fun.
EXPERIENTIAL
With the presence of the curious creatures like you see above, we intend to stir up some trouble, and get some attention.
These creatures will mimic characters from an array of well-known books, because the audiobook is so immersive, it can’t contain the character. We can run hunts to find, post, and post these characters again. Not only will these characters catch some attention, but they’ll also connect with our target audience by bringing some story magic to real (and possibly boring) life.
These characters will be strategically placed near relative Spotify advertising, which will appear in our goal to gain earned media.
We can also make small shifts to give hints at what they are - like making all the characters wear branded headphones! But, headphones or not, these characters will be sure to garter some brand attention and connect with the audience.
Short Spots
In the storm that this campaign brings, we can also provide context through short bumper spots or social ads. These highlight the downsides - and dangers - of the dreaded book.
Karin Linne
Liam Kipp