Listeners could experience the show through music and get hooked. So, for Sacred Games, special branded playlists were created to bring the show and its spirit alive. This was accompanied by 3D Audio that brought alive the growls of monsters with true surround sound. Elsewhere, playlist artwork and names would change to characters from the show as the paranormal experience of a fictitious world from the show altered the UI/UX of the Spotify app. When clicked, the Spotify interface app would start to glitch and get taken over by an in-show universe.

Little wonder then, Netflix turned to Spotify for a year-long partnership, to leverage Spotify’s Streaming Intelligence to reach out to existing viewers and also turn potential viewers into subscribers.įor its first campaign for Netflix, Spotify put the spotlight on three buzzworthy Netflix originals: Stranger Things, Sacred Games, and Extraction - bringing them alive by creating engaging, enthralling multi-format experiences.įor Stranger Things, an interactive masthead was placed on Spotify’s homepage. They spend 15% more on entertainment, almost 22% more on their smartphones, and are 2x more likely to be of higher socio-economic standing. They value experiences but don’t want to be advertised to they’d rather experience a brand.

Spotify’s listeners have a mobile-first lifestyle and are likely to spend more on what they want than any other cohort. And it is exactly this audience they found on Spotify. It is this entertainment-affined, seeking-new-experiences audience that Netflix wanted to reach, to drive content discovery and bring new viewers into its fold. But they know a good thing when they see it and are willing to spend on it. The core Netflix audience is a mix of both Gen Z and millennials – digital natives who are spoilt for choice. But most of all, Netflix got what it wanted: top-of-mind awareness among its targeted audience that it has “something for everyone”. The “upside-down” got to come alive in all its ‘glory’. Listeners discovered what kind of action hero they’d be, and got a mercenary mission of their own.

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