SPOTIFY MIXTAPES

MULTIMEDIA | ADS

This multichannel campaign reaches driving commuters who habitually use the radio over a music streaming service. Mixtapes is a series of limited edition parking passes that, when scanned through a mobile device, the user can access one of the many popular Spotify playlists for their drives.

2021

 

INTRO

PROBLEM

Music streaming services appear unfamiliar or inconvenient to driving commuters, who may choose radio over Spotify for these reasons.

INSIGHT

Although the music-listening experience has changed since the hay days of radio, the underlying connection that music brings has not. In fact, it is one of the strengths of Spotify, compared to other streaming platforms AND radio.

STRATEGY

Remind the target of the underlying connection that is still very much the core of how Spotify designs its listening experience.

SOLUTION

Create a physical manifestation of the Spotify playlist experience that driving commuters can begin their streaming journey from.

HOW IT WORKS

 

Mixtape parking passes are dispensed at select parking hubs, such as lots and garages around major transportation stations.

The fully functional parking passes are placed on the dashboard of the driver’s vehicle.

The driver can scan the code on the Mixtape to access that particular playlist and more.

Playlists for that particular Mixtape, along with other popular playlists for this campaign can be found in the Spotify app.

 

ANATOMY OF A MIXTAPE

(Below) An assortment of popular Spotify playlists for driving, designed to the layout of parking passes.

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Art Director, Copywriter & Graphic Designer: Jung EJ Lee

CREDITS