Music Streaming is an increasingly popular phenomenon with more than 30 percent of younger audiences in US, choosing Music Streaming as one of the top three most important subscription based media services. Starbucks and Spotify have come together to usher in the next generation music eco-system with the hope that the audiences who enjoy Starbucks and Music will take the experience home. The partnership is unique as it offers an all new brand experience making your coffee more enjoyable with in-store playlists created by Starbucks Barista for the customers.
In addition to Playlists from Starbucks Barista, there are rewards that could be linked to free coffee on subscribing to Spotify Premium. According to a report “The coffee company’s 150,000 U.S.-based employees will receive a free Spotify Premium subscription and will be able to use Spotify to influence in-store playlists. Those playlists will then be available to stream within the Starbucks app. Spotify users will also be able to gain rewards points for the Starbucks app and will be able to listen to the in-store playlists within the Spotify apps”.
An experiential brand experience linked to Music Streaming creates audience engagement providing brands a new way to connect with the audience, where music streamers are already found to be twice as likely to be brand advocates.
Spotify is seen to have a significant impact on brand performance with higher brand advocacy and brand association scores among streamers compared to non-streamers for retail category.
Spotify a popular music streaming service, offers access to millions of songs instantly with Curated Playlists, is an ideal advertising platform for consumer engagement with large amount of time spent listening to music on Spotify.
Spotify has earlier introduced targeting the users based on moods and activities including, “workout,” “commute,” “party,” “happy,” “chill” or “sad.
“Playlist Targeting” allows advertisers to use Playlists indicating the activity and mood of the user depending on the context and the category of the ad, For example those listening to “Commute” playlist might be targeted with coffee or restaurant promotions. Spotify allows for targeting with Music Genres, Daypart, Age, Gender and offers sequential as well as cross-device targeting. Spotify offers a diverse set of ad formats for advertisers to choose the right format and targeting for their brand message and campaign. Retail brands looking at creating a campaign can choose from one of the following options:
- Sponsored Session
- Video Takeover
- Homepage Takeover
- Advertiser Page
- Branded Playlist