©2026 Ache. Todos los derechos reservados.
Spotify
Casa Spotify
Music
Mexico City
December 2022
Creativity, Experiential, Social
Context
A celebration centered around music and the brand that is already part of our daily lives
There are currently 57 million Mexican users on Spotify, representing 85% of the market share. It’s no wonder Mexico City was named the world capital of streaming, with over 5 million active users per month.
Objective
Since its launch in 2016, Wrapped (annual recap) has had a successful digital marketing campaign. This campaign has led millions of people, celebrities, and media outlets worldwide to mention Spotify on their social networks (earned media) and has turned Wrapped into a highly anticipated digital event year after year. After six years, the goal was to take it to the next level and, above all, maintain its cultural relevance—primarily among Gen Z—and increase its impact on social media and in the press.
Challenge
Achieve 15 million digital impressions, 50,000 social media mentions, and at least 35 stories in top media outlets. All of this at year-end, triggering the main activity and conversation during the first weekend of December.
The Idea
Transform the digital Wrapped experience, with all its features, into a physical experience within Casa Spotify: an interactive space with five immersive rooms where fans, artists, influencers, and media could recreate, create content, and share it on their social networks.
How did we achieve it?
The strategy was to expand the digital event that Spotify’s Wrapped represents and bring it to real life. Wrapped is about expressing our love for music, sharing our musical year with others, creating a sense of belonging, and expressing our identity, and this generates a phenomenon with a FOMO effect: no one wants to be left out.
We amplified that digital FOMO by adding a physical FOMO through a celebration event centered around music and Spotify, which brought all of Wrapped’s features into the physical realm and made everyone want to be part of it; from artists and content creators to media outlets and, above all, users.
Casa Spotify.
