Spotify’s “Wrapped” campaign has become an annual tradition, eagerly awaited by music lovers worldwide. In 2022, the campaign evolved in new and exciting ways, blending creativity, personalization, and fun through gamified billboards and interactive features. Let’s dive into the campaign and see how Spotify used integrated marketing communications (IMC) to make its “Wrapped” campaign a cultural phenomenon.

A Playful Spin on Billboard Ads

Spotify’s Wrapped campaign is known for its data-driven billboards, which celebrate listener habits in colorful and insightful ways. In 2022, they took a more playful approach, transforming their billboards into actual games. These billboards turned urban spaces into interactive puzzles, featuring word searches, connect-the-dots, mazes, and fill-in-the-blanks. This fresh twist not only entertained passersby but also gave music fans more reasons to engage with the campaign in both the physical and digital worlds.



This creativity extends beyond the billboard's design—Spotify's strategy benefits from the natural shareability of OOH advertising. As artists featured on these billboards often share them on social media, the campaign's reach grows exponentially, expanding Spotify’s presence well beyond its physical installations.

Wrapped in a Post-Pandemic World: Joy and Playfulness

The 2022 Wrapped campaign was designed to capture the mood of the moment, reflecting a world slowly emerging from the pandemic. Spotify leaned into themes of joy, playfulness, and rediscovery. As global creative director Marie Rönn noted, the team wanted the campaign to embody a “joyous everyday” experience, encouraging listeners to have fun with their music choices while reconnecting with their social lives.

With the gamified billboards, Wrapped 2022 was all about putting a smile on users' faces and celebrating their unique musical journeys.

An IMC Masterclass: The Secret to Spotify Wrapped’s Success

Spotify Wrapped is more than just a marketing campaign; it's a masterclass in Integrated Marketing Communications (IMC). The success of Wrapped lies in its ability to use a diverse range of media platforms to deliver consistent messaging. Spotify seamlessly integrates paid, earned, owned, and shared media, creating a holistic experience that drives engagement.

Out-of-Home (OOH) & Social Media: A Perfect Pairing

Spotify Wrapped’s billboards are eye-catching on their own, but their real magic lies in how they integrate with social media. When a user sees their favorite artist on a giant billboard, they're likely to share it, amplifying the campaign's reach across platforms like Instagram and Twitter. This IMC approach, blending physical advertising with digital shareability, has made Wrapped a viral sensation year after year. For more insights on how OOH and social media can work together seamlessly, check out our blog post on OOH and Social Media Synergy. Additionally, see how Adidas successfully combined OOH with social media in our case study How Adidas Combined OOH and Social Media for a Successful Campaign.

Personalization and Convergence Culture

At the heart of the campaign is Spotify's brilliant use of data, which extends beyond the app to enhance Out-of-Home (OOH) advertising. By delivering personalized content through digital billboards and integrating interactive elements into physical installations, Wrapped leverages OOH’s unique ability to engage audiences in public spaces. This approach aligns with Henry Jenkins’ “Convergence Culture” theory, as the campaign synchronizes across multiple media systems, creating a seamless, multi-dimensional experience.

OOH installations feature personalized listening data and interactive elements, inviting passersby to engage directly with the campaign. This integration of personalized content with physical advertising not only captures attention but also deepens consumer trust in Spotify. By maintaining consistent and complementary messaging across both digital and OOH channels, the campaign effectively keeps the Wrapped experience fresh and engaging year after year.

What Wrapped Means for Brands

Spotify Wrapped’s success has set a high bar for other brands, with competitors like Apple Music and YouTube Music attempting similar year-end reviews. However, Wrapped stands out for its innovative use of out-of-home (OOH) advertising, seamlessly blending physical billboards with digital personalization and user engagement.

The campaign highlights the power of OOH advertising in driving user-generated content. Wrapped billboards aren’t just static ads—they become interactive experiences that users eagerly share on social media. Each billboard transforms into a canvas for personal expression, turning individual listening habits into visually captivating installations. This strategy maximizes the campaign's reach and impact, showing how OOH advertising can create a buzz that extends far beyond the physical space. Wrapped isn’t just a year-end summary; it’s a celebration of how users want to showcase their musical journey in the real world, creating a powerful synergy between physical and digital engagement.

A Cultural Phenomenon and What’s Next?

Spotify Wrapped has transcended marketing to become a cultural event that rivals even some holidays. Its success in engaging users, fostering social sharing, and celebrating individual expression demonstrates the power of blending data-driven insights with compelling visuals. This approach has set a high standard for out-of-home (OOH) advertising, proving that OOH can be both impactful and interactive.

With each year bringing new features and technological advancements, it’s exciting to imagine what’s next for Wrapped and similar OOH campaigns. As the integration of digital elements with traditional billboards becomes more sophisticated, the potential for creating immersive and engaging experiences grows. One thing is clear: Spotify Wrapped’s innovation in OOH advertising will continue to inspire and elevate how brands connect with audiences, showcasing the dynamic possibilities of combining data, creativity, and outdoor media.

Conclusion

Spotify Wrapped is a prime example of how out-of-home (OOH) advertising can be transformed into an engaging, multi-dimensional experience. By integrating gamified billboards with personalized in-app features, Wrapped 2022 showcased the potential of OOH media to captivate and interact with audiences in creative ways. These billboards not only captured the essence of playfulness, joy, and self-expression but also enhanced the overall campaign experience, turning physical spaces into interactive hubs for music lovers.

As we look forward to future iterations, Wrapped underscores the power of OOH advertising in creating memorable and impactful brand experiences. Its innovative use of billboards highlights how OOH can go beyond traditional advertising to engage audiences and drive meaningful connections.

Let's collaborate to bring your next campaign to life with the perfect blend of traditional and digital marketing techniques. Don't forget to connect with us on LinkedIn for more insights and industry updates!