As of 2023, 19% of Spotify’s 220 million users are over 55 years old, yet older generations often shy away from music streaming platforms in favor of traditional media. Our goal with the Golden campaign was to increase brand awareness among these older demographics, showcasing Spotify as a user-friendly platform that caters to all musical tastes. Recognizing that music is deeply connected to memories, we aimed to communicate how Spotify can help individuals rediscover and relive those cherished moments. With a lighthearted and nostalgic tone, the campaign highlights how, no matter the memory, Spotify has the perfect soundtrack with over 100 million songs to choose from.
traditional: print ads in aarp the magazine, the New York Times and local and regional newspapers
non-traditional: dj event + booth
Spotify will launch 5 Pop-up DJ booths nationwide, inviting people aged 60+ to share a song that holds special meaning from their youth. A live DJ will mix these songs and add them to a collaborative playlist, which will be available for download on the Spotify app.
To participate, visitors will go to the golden.spotify.com microsite to submit a photo of themselves and download the Spotify app. At the booth, we'll take a photo of them to capture both their stylish past and present selves. These photos, along with those submitted on the microsite, will form a collage that will serve as the cover art for the "Golden Mix" playlist.
The pop-up DJ booth creates a fun, interactive experience that celebrates the "golden" theme. It provides people aged 60+ a chance to share the songs that shaped their memories, while building a nostalgic playlist that resonates with their past and present.
The Pop-up DJ booths will be in predominantly elderly communities:
• Palm Springs, CA • Scottsdale, AZ • The Villages, FL • Las Vegas, NV • San Antonio, TX
Our traditional and non-traditional advertisements will direct viewers to our golden.spotify.com microsite. On the site, users can fill out a short survey where they submit a photo from their youth, their favorite genre, and the year the photo was taken. Spotify will then curate a playlist based on their responses, using the photo as the cover art of the playlist. Users can access this playlist by logging into their existing Spotify account or creating a new one. Additionally, people who download the app from the golden.spotify.com microsite will immediately have the Golden Mix that was created at the DJ sets added to their playlist library.
Abigail Raike
Daunte powell
Morgan Neumann
nate mick
