Spotify US launch

We worked with influencers to launch Spotify in the US

THE CHALLENGE:

While Spotify was already the largest paid subscription service in Europe, it hadn’t yet launched in the US and the media was asking why?

PEOPLE FIRST INSIGHT:

News from Spotify was highly anticipated and people wanted the news first.

THE STORY:

We produced a comprehensive Q&A for CEO Daniel Ek to prepare him in advance of a talk about the launch of Spotify at South by Southwest in Austin, Texas in March 2010.

The US’ interest in Spotify continued to grow and when it came to launch date in July 2011, we commissioned artists including Britney Spears and Justin Bieber to tweet on the day-of the launch, giving away free memberships to their followers.

HOW IT TRAVELLED:

• Daniel Ek’s speech was deemed the ‘Best Keynote’ by Bloomberg News and despite Spotify’s fears, media reception was highly positive. His talk generated 78 pieces of coverage and Spotify gained support of Tech Crunch, The Atlantic, PC World and LA Times.
• Two months after the consumer launch in July 2011, Facebook announced its partnership with several music services, but Spotify was the most talked about, controlling 70 percent of social media conversation on the day of the announcement.

586

pieces of coverage

+1 billion

OTS