#SpotifyonStage
Spotify redefined the live music experience in Indonesia and Thailand with its Spotify On Stage concert series.
The Context
Twitter is where music fans gather to obsess over their favourite artists – from promo drops and tour dates to dream setlists and fan theories.
But one of the few times the fandom went (almost) silent? Spotify On Stage.
To brand the concert as a must-attend annual event, we needed to keep fans talking, even during the show, to fuel hype for future editions.
The Approach
Unlike Coachella, where conversation unfolds throughout, chatter around Spotify On Stage peaked only before and after the event. Even then, the spotlight was on the artists, not Spotify.
We saw a white space: to enter the conversation the way fans were already engaging and on their terms. So we gave them more to talk about: backstage content, artist Q&As, and even fan Tweets featured live on stage as their idols performed, powered by Spotify.
🥈 2020 MMA Smarties APAC — Mobile Social
🥈 2020 MMA Smarties APAC — Most Engaging Mobile Creative
🥈 2020 MMA Smarties ID — Mobile Social
🥇 2020 MMA Smarties ID — Most Engaging Mobile Creative
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