Spotify Horror Theads
Turning Tweets into thrills: We reimagined Twitter Threads as an interactive storytelling engine to launch Spotify’s horror and crime podcasts in Indonesia, unlocking new ways for the product to live.
The Context
Podcasting is booming in Indonesia. Spotify saw an opportunity to launch new series in top genres: horror (Kisah Horror: The Sacred Riana) and crime (Pembunuh Berantai & LENYAP).
The Approach
Storytelling is central to these podcasts.
To bring the audio experience to life, we created an interactive “choose-your-own-adventure” format using Twitter Threads – a series of connected Tweets from the same account that allows a longer narrative to unfold beyond a single Tweet.
At each story junction, users decided how the narrative would progress by clicking into the next Tweet, mirroring the suspense and thrill of the podcasts.
This approach reimagined how a platform is typically used, delivering a creative, surprising, and highly engaging experience that boosted awareness and listener excitement.
For more info click here.
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