Spotasong is an exclusive and experiential feature through Spotify. To get people to use Spotify in their car more, Spotify will partner with musical artists to release their never-before-heard tracks only by accessing them through a car scavenger hunt. Spotasong uses your GPS to help you navigate to a unique QR code location that you can scan and collect to ultimately unlock songs.

My copywriter and I brainstormed ideas that would get Spotify more car listeners which led to this idea. We chose musical artists that release music scarcely and would appeal to all groups. After this, we created a script that would clearly communicate Spotasong. The visual components were made using Spotify’s brand aesthetics. The colors are bright and vary in order to match the brand identity and catch the attention of drivers. I chose background music that is reminiscent of current pop and hip hop beats to draw in younger Spotify listeners.

This campaign successfully introduced a feature that the intended audience would use. We created an idea that was creative, exciting, and relatable that can get people to use the app in their cars.