Game of thrones
Objective: Get people excited for the 7th season of Game of Thrones.
Game of Thrones is a cultural phenomenon. With an average of 23.3 million viewers per episode across 170 countries, it was the number one most watched television show in the world. People organize their own watch parties, it's a popular topic for water cooler conversations, and there's endless commentary all over social media. So when we were tasked with getting people excited for the 7th season, it was hard to think of any way to boost viewership beyond what the show already had.
The shows depth and complexity discourages those who aren't caught up from watching Game of Thrones.
Rather than talking to the super fans who we knew would watch the new season regardless of what we did, we wanted to talk to the people who weren't caught up for the season 7 premiere of Game of Thrones. This means people who had never seen the show, people who gave up watching, or people who have seen the first 6 seasons but don't necessarily remember it. From this larger problem we identified three key barriers:
Lack of time.
For a newcomer to the series, it would take two days and seven hours of screen time to catch up on the first six seasons.
Lack of interest.
Pride and social resentment.
Spotify is already really good at reaching Active Discoverers, but that isn't the way America's Heartland listens to music. For our target, music is not something they actively seek out.
Target Consumer: Passive Discoverers
- Tech literate, but not an early adapter.
- Music is more in the background than at the center of their lives.
- Songs are associated with memories - it's less about the lyrics or the artist than the memory that song evokes.
- Prefer radio or radio-based streaming services like Pandora.
Current Consumer: Active Discoverers
Tech literate - early adapters to new platforms and technologies.
- Music is something they actively seek out.
- People come to them for music recommendations to to make playlists for events.
The Strategy: .
The Creative campaign
Where music is going.
For the creative campaign, we wanted to ensure we were addressing the various obstacles that prevent people from switching over to Spotify. Each tactic addresses one of 5 obstacles.
- People aren't getting on Spotify because they don't see a clear benefit
- New platforms feel overwhelming.
- Tech doesn't feel personal.
- Spotify is expensive.
- Heartlanders don't know about Spotify.
Obstacle 1: People aren't getting on Spotify because the don't see a clear benefit.
In order to demonstrate a clear product benefit that's in line with Heartlanders' practical ideals, we created traditional ads that concisely showed clear product benefits and placed them where our target is already listening to music: driving and on their way to work.
Obstacle 2: New Platforms feel overwhelming
Learning new platforms isn't fun, and learning Spotify's platform is especially complicated because of all of the unique benefits and features that Spotify offers its consumers. Even when doing this project, we each learned new Spotify features despite all of us having used the platform for years. In order to ensure new users get the most out of their Spotify account, we set up an onboarding process that places clickable circles next to each feature. When clicked, the circles will expand and give the user information on how that particular part of Spotify is best used. After they've read through, the information will disappear back into circles to allow the user to continue using the site.
Obstacle 3: Tech Doesn't Feel Personal
Taking a cue from traditional and XM radio, we utilized local personalities to create Hometown Hero playlists and commentary as a way of connecting to our audience on a more personal level.
What separates Spotify from traditional radio is that you can pick and choose what songs you want. Let's say you want to listen to Mary J Blige. Here's what Kelli has to say:
Or maybe you don't like Mary J Blige, so you skip to Biggie. Here's what it would sound like:
Obstacle 4: Spotify Is Expensive
Our research indicated that $10 a month for music felt prohibitively expensive for our target, but that they were much more likely to spend this amount on a gift for someone else. This prompted us to create a gift package which allows you to send a custom playlist and Spotify Gift Card in packaging that's reminiscent of the days of mixed CDs.
Obstacle 5: Heartlanders don't know about spotify
All of the above is pointless if people don't know about Spotify at all. So to make sure that Middle America knows that Spotify exists, we targeted the artists that Middle America already knows...
...and created vinyl CDs of songs from artists that both inspired and were inspired by them. This helps to not only give these artists a blast from the past from the people that they admire, but also helps show them just how influential each of them are.
Class: Brand Experiences, Live Client
Teammates: Colin McCool (Creative Brand Management), Evan Chiplock (Copywriting), Ted Gregson (Art Direction), Jen Chao (Experience Design), Ashley Glover (Experience Design)