Those who remember the days of the mixtape will remember the joy of sifting through their music collection to create the ultimate playlist for their friends or that special someone. Usually followed by pouring hours into customising their cassette box with magazine cut-outs, stickers and virtually anything they could their hands-on, to make it as personal and individual as possible.
The purpose of this Spotify experiment was to explore ways to bring this experience back to life but in a contemporary digital format.
Teenage Dreams Anniversary Mixtape
When Capitol Records saw our experiment they had a perfect campaign in mind to put it to the test – The 10th Anniversary of Katy Perry’s Teenage Dream album. And, what a result. Almost a quarter of a million mixtapes were created and shared during the first week alone.
The objective for any digital music activation is to go viral, and that’s just what happened when we teamed up with the artist Lauv, to create a web-based game to support the build-up to his highly anticipated album ‘How I’m Feeling’.
One of our most extensive artist marketing campaigns, stretching over four separate digital activations, including an album cover reveal campaign that hit number 2 on Twitters trending hashtags of the day.