Spotify's 2022 Wrapped includes word search murals, trivia and your listening personality
Audio platform Spotify aims to be more interactive and playful in its end-of-year campaign.
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In addition to personalized and editorial playlists, the Wrapped hub on the platform will also feature merchandise from listeners' top artists, along with listings of upcoming events such as tours. Spotify is also offering an expanded range of 40,000 “thank you” videos from artists, a feature it introduced last year but has now enhanced. There's also a soccer-themed partnership between Spotify and FC Barcelona, in which fans can find videos on social from soccer players including Robert Lewandowski, Alexia Putellas, Pedri and Ansu Fati.
The global campaign will run across traditional and digital out-of-home, connected TV, online video, social media, web and in the app itself in 37 markets worldwide, with the app experience available to users in more than 100 markets.
As in previous years, the campaign was created in-house at Spotify but it will also serve as a toolkit that the brand's teams around the world can use when working with local agencies to build out the push in their respective markets.
It comes as Spotify has continued to add subscribers. For the third quarter, Spotify reported 456 million monthly average users, up from 381 million a year earlier and beating analysts’ projections of 450.7 million. Ad revenue in the quarter rose 19%, which the company said in October was slower than expected due to a “challenging macro environment.”
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