Spotify
Casa Spotify
Casa Spotify
Activity
Music
Coverage
Mexico City
Date
December 2022
A celebration of the music and the brand, which is now part of our daily lives.
There are currently 57 million Mexicans on Spotify, 85% of the market share, not for nothing was CDMX named the streaming capital of the world, with +5 million monthly active users.
OBJECTIVES
Since its launch in 2016, Wrapped has not only been a successful digital marketing campaign that has led millions of people, celebrities and media around the world to mention Spotify on their social networks (Earn Media) but it has become a digital event expected year after year. After 6 years the goal was to take it to another level and above all, maintain its cultural relevance, mainly among Gen Z, increasing the impact it has on social networks and media.
CHALLENGE
Achieve 15 million digital impacts, 50 thousand mentions in social networks and at least 35 articles in top media. All this during the end of the year, triggering the main activity and conversation during the first weekend of December.
The idea
Converting the digital experience of Wrapped with all its features (Annual Summary) into a physical experience inside Casa Spotify, an interactive space of 5 immersive rooms where fans, artists, influencers and media played, created content and above all, shared it on their social networks.
HOW DO WE ACHIEVE THIS?
The strategy was to expand the digital event that is Wrapped and bring it to real life. Because Wrapped is about expressing your love for music, sharing with others your musical year and above all, generating a sense of belonging and expression of users' identity, a digital phenomenon that has a FOMO effect. No one wants to be left out.
We enhanced this digital FOMO effect by adding a physical FOMO to it, through an event celebrating music and Spotify that brought all the features of Wrapped to the physical plane, where everyone wanted to be part of it, from artists, content creators, media and above all users.
Results
19 million views
80 thousand mentions on social networks in 4 days, triggered by 280 publications made by the 50 artists, 90 creators and 78 influencers who were invited to the event, generating more than 19 million organic views to the content they generated on Casa Spotify.
4,100 attendees
We amplified the cultural relevance of Wrapped by taking it to a 4-day event with over 4,100 attendees where 71% were our target audience: Gen Z.
Achieving 50 media releases with 260 million impressions.
Not only musical but also mass and trend media were invited, achieving 50 media releases with 260 million impressions.
Trending Topic
Among the artists and creators we had the visit of Martha Debayle, Eladio Carrión, Alemán, Carin León and Kim Loaiza, the latter breaking all records with a publication on Casa Spotify that achieved +1 million likes and positioned us as a Trending Topic.