Spotify embraces the new normal for this year’s Wrapped

Data-driven out-of-home executions and social sharability are once again at the heart of the campaign.
spotify wrapped

Spotify’s annual global end-of-year campaign, Wrapped, launched today across traditional and digital OOH, connected TV, online video, social media, web and Spotify app itself in 33 markets worldwide, including Canada.

The theme for this year’s campaign is celebrating the ways 2021 has kept the world on its collective toes amid the “infinite number of ‘normals’ that now exist,” and how artists and podcast creators on the platform helped listeners get through it.

International celebrities including Bad Bunny, Olivia Rodrigo and Doja Cat are featured prominently, while homegrown stars Drake and Justin Bieber are also mentioned.

Out-of-home executions are at the heart of the Wrapped campaign, and this year returns with more data-driven copy and assets featuring Olivia Rodrigo and Bad Bunny (the global top female and male artists, respectively), will run in Canada.

This year’s campaign also includes fan-made films distributed across digital and social channels emphasizing 2021′s running theme of “normal” being thrown out the window and embracing the unknown.

On the user side, Spotify has introduced a number of new features to the personalized listening insights it gives to subscribers, with a focus on giving them more reasons to share. That includes creating their own fan films, the ability to compare their listening habits to friends to create customized playlists and a “two truths and a lie” style game that can be shared. This is also the first time the Wrapped insights will be integrated with TikTok, allowing users to share to the platform, along with Snapchat, Instagram, Facebook and Twitter.