Amazing Spotify interactive ad

Advertising September 22, 2010 5 Comments

I previously wrote about the increasing trend in social advertising and I’ve just stumbled across an absolute gem that shows this very much alive and out in the wild. To celebrate the release of Mark Ronson’s new album ‘Record Collection’ available to premium users, Sony Music launched an interactive ad on Spotify. I played with this for a good half an hour and it’s an excellent example of creating real engagement with your audience. Check it out for yourself below. It allows you to create unique versions of 3 of his tracks, by adding or removing the different elements as it plays. (you can turn music off by clicking the stop button in the middle of the app)

The power of fun

Don’t underestimate the impact having a bit of fun with your product can have, and the benefit this can have to your users. The point is proven by the fact that I’ve chosen to write an entire blog post about the ad and include the image. Not too bad when you have other people willingly sharing your branded content! This is as  result of an excellent campaign from Spotify and the interactive music company behind the ad MXP4. This campaign also shows the consideration of tying together all the different marketing channels. Instead of a one-hit wonder on Spotify, Sony have also adapted the ad into an the app on Mark Ronson’s fanpage which has over 100,000 followers.

This is offering the ultimate in customised content and also demonstrates what can happen when you let go of your branding or product and let people play with it themselves. This is a real opportunity for brands and is a reflection of the demand in a unique, tailored experience that users have come to expect online. It also shows the great potential in allowing the advertising medium to fit with your product – Mark Ronson is a DJ so why not have an app that allows people to mix his tracks and try a little bit of what he’s known for? This is certainly encouraging for the future of advertising and a great move by Spotify.

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