Brewery company Budweiser is converting songs on Spotify that mention its brand name into targeted ads within the Brazilian platform. This is done with the aim of mitigating the problem of ads intruding on the listening experience on free His Spotify accounts.
The campaign, titled “UninterruptAds,” saw the following beer brands mentioned in over 500 tracks available on Spotify: my love By Brazilian artist Cafe.
Don't miss: Sonic branding will turn heads in 2024: But what's the secret to success?
In collaboration with Africa Creative Agency, the songs were carefully programmed to be promoted in genre-appropriate playlists to ensure smooth integration with the user experience.
As part of the campaign, a video was released explaining the vast array of songs that have indirectly promoted the brand over the years. This video showcased how Budweiser aims to increase the visibility of these artists.
“If someone disrupts the vibe of your playlist, it's not the beer behind the music,” the brand says in the ad.
“With this strategy, Budweiser has shown that it not only supports, but is a part of music. The brand is entering the music scene in earnest and fostering deeper connections with fans and artists.” said Daniel Wakswather, CMO of Ambev in Brazil.
To ensure that campaigns do not become out-of-place ads for Spotify listeners, UninterruptAds are segmented to specific audiences and rhythms, ensuring a natural experience for users, says Spotify's Beverage Client Partner. Tice Altshuler explained.
Closer to home, Spotify recently launched a new interactive experience celebrating K-Pop fans and their passion for the genre. This comes after Spotify observed a significant increase in K-Pop streams, with an increase of over 180% in the US, over 420% in Southeast Asia, and over 360% worldwide.
The experience, available until May 10th, is a five-question personality quiz called “Your K-Pop Persona,” which will give you an idea of who K-Pop bands are based on, based on participants' hobbies and personal preferences. Evaluate appropriate roles.
To foster a user-friendly experience, Spotify will then provide all fans with a personalized results photocard that they can customize before sharing on social media or comparing different results. did.
Join us for an exciting experience as Content360 makes its debut in Malaysia on June 12, 2024. Get ready to join the best of the content marketing industry from all over the region. Immerse yourself in a dynamic atmosphere and uncover the latest trends with content thought leaders and solution providers.
Related article:
NewJeans x Spotify: Why marketers are rethinking how they sell music to Gen Z
Apple to appeal $2 billion fine awarded by EU over Spotify complaint
Heineken unites music lovers with a refreshing event with EDM artist Alok
