LEVI’S & SPOTIFY PRESENT CRAFT OF MUSIC

A gig curated by you

Spotify had a partnership with Levi’s and wanted to integrate the brand into the music platform in a way that had never been done before, with a view to driving Levi’s sub-brand, ‘Craft Of Music’

With Spotify still in it’s infancy, I proposed leveraging the unique nature of Spotify to create a concert completely curated by listeners.

A microsite that sat within the Spotify platform allowed listeners to vote on all aspects of an exclusive gig with Primal Scream; including the support acts, the set list and even a cover song the band would perform.

The campaign was a huge success with over 50,000 entries, event attendance of more than 5,000 engaged fans and extensive integrated social sharing and brand exposure

Craft of Music Presents Primal Scream is still shared globally at Spotify as a best in class campaign for advertising integration.