It’s Summer Time! Although the summer season doesn’t really count in Indonesia the euphoria happens in this country too. It usually kicks off with lots of exciting events in the city, especially music festivals and concerts. Previously, we discussed how Kaskus ran the digital campaign to drive awareness of the concert of Korean band, CNBLUE (do check our article here). On this article, we want to take a look at one particular brand that is currently running a digital campaign to amp up awareness on upcoming concert event by Spotify.
Spotify will hold their own concert entitled SPOTIFY ON STAGE with some of the top musicians both local and international stars such as Afgan, AmPm, Dipha Barus, DNCE, Isyana Sarasvati, NCT 127, and Raisa. The event will be held at JIEXPO Hall C3 on 9th August 2017. Now, to get a special invitation for the concert, they must have a Spotify account then share the specified playlist, send the required form to spotifyonstage.com. Spotify ran digital activity with the hashtag #SPOTIFYONSTAGE to drive awareness about this event. This activity also gives the brand a higher chance to grab new Spotify users.
We check the hashtag on our tools and it delivered the total buzz of 34,501. This hashtag is not only used by Spotify ‘s official account but also some fandom communities and media as well. Even fandom community uses the hashtag to promote some freebies or exclusive merchandise to their followers that they will be selling on the spot at the event later on.
Media portals are also participating in spreading news regarding the event through social media accounts. We are assuming that it’s part of media partner agreements with Spotify.
This concludes that offers during many events gave the brand a chance to promote their product by attracting users to participate in the playlist sharing to win invites, assuming that the role of community, especially fandoms of certain artists, are indeed important to drive brand awareness which leads to engagements on social media. That’s because the bond to interact in their circle is stronger than others, this is something that Spotify took note of.
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