Spotify places listeners in '2021: The Movie' for data-driven Wrapped campaign

A new article on Marketing Dive reports that Spotify brought back its "Wrapped" campaign analyzing listener habits, with 2021's theme based around users continuing to express themselves in unique ways despite the absence of a sense of normalcy, according to an announcement.



The annual effort encompasses the in-app experience; out-of-home (OOH) ads; short fan films spotlighting artists like Billie Eilish; and a "Good Soup" truck run in partnership with bone broth brand Brodo that is inspired by a meme. The app component features Spotify's Stories-like offering and includes an interactive "two truths and a lie" game, an "aura" visualization based on common music moods and a movie narrative that pairs a user's top songs and artists with different scenarios.

Spotify is letting users share their custom Wrapped cards on TikTok for a limited time, adding to other platforms that carry the functionality like Snapchat, Twitter, Instagram and Facebook. The data-driven company tradition, which started in 2016, has proven to resonate with consumers eager to discuss their tastes with friends and followers while reflecting on the year.

Spotify is weaving a tighter narrative into its 2021 push around Wrapped, which has become a repeat success story in generating online chatter for the audio streaming platform around the holidays. This year, the app is leveraging the uncertainty of a second pandemic year as the touching-off point for championing individuality in a data-driven way.

The campaign profiles users by digging into habits like top artists and songs, range of music genres and the number of minutes spent with the app. Spotify is taking that information and tying it into a "2021: The Movie" idea that frames people's preferences around scenes that nod to cultural trends dominating the online discourse.