Your 2018 Wrapped|海报/平面,APP|广告营销案例【ADGuider广告指南】

你的2018包装

案例简介：描述创意 Spotify创建了流媒体类别-但现在它面临着许多强大的竞争对手。Spotify的主要优势之一是其2亿用户，这些用户不仅是世界上最大的音乐受众，而且是最热情的用户。Spotify的增长是由我们用户的倡导以及世界音乐家的内容推动的。对于数以百万计的听众来说，Spotify个性化的年终数据回顾已经成为一年一度的传统，就像假期本身一样令人期待。我们以提升的用户体验来奖励这种忠诚度，同时也向每天激发激情的创作者开放。2018年，艺术家被邀请重温并庆祝他们的Spotify数据。描述执行情况没有两个人以完全相同的方式使用Spotify，因此我们建立了每个人都独一无二的网站体验。颜色用于个性化，每个用户体验中的颜色由他们自己的收听数据决定。排版用于电影效果，动画引导到数据故事中，使整体体验具有电影标题顺序的感觉。丰富多彩的方法是确保在多事的一年结束时获得庆祝感的关键。类型是关键，因为这是向粉丝和艺术家传达个性化数据的唯一方法。个性化的数字体验是在WebGL中建立的，为期三个月。Spotify的数据团队创建了一个API，保存了近2亿个人的相关数据，然后访问该API以增加体验。该网站当天在60多个国家/地区上线，并改编成21种语言。在第一天，超过2000万名游客来到体验，而不影响网站性能。体验中的每个数据故事都可以在社交渠道上共享，并且在体验结束时，每个用户都可以使用可共享的快照。通过创造一种引人入胜的视觉动态体验，我们平均每次访问超过2:30分钟的参与时间，来自3400万多名消费者。超过400,000位艺术家参与了更长的时间。虽然该网站的播放列表帮助推动了40亿多个增量流，但赢得的媒体为那些不在平台上的人提供了一个 “FOMO” 因素。在网站发布的第一天，Spotify Wrapped在Twitter的全球趋势中排名前两位。

你的2018包装

案例简介：Describe the creative idea Spotify created the streaming category - but it now faces a number of formidable competitors. One of Spotify's key advantages is its 200 million users, which are not only the world’s biggest music audience, but also the most passionate. Spotify’s growth has been driven by the advocacy of our users, along with the content of the world’s musicians. For millions of listeners, Spotify’s personalized end-of-year data recap has become an annual tradition that’s as keenly anticipated as the holiday season itself. We rewarded this loyalty with an elevated user experience, while also opening it up to the creators who inspire their passion every day. In 2018, artists were invited to relive and celebrate their Spotify data as well. Describe the execution No two people use Spotify the exact same way, so we built a site experience that was unique for everyone. Color was used for personalization, with the colors in each user’s experience being dictated by their own listening data. Typography was used for cinematic effect, with animations leading into data stories giving the overall experience a movie title sequence feel. A colorful approach was key to ensure a celebratory feel at the end of an eventful year. Type was key because that was the only way to convey the personalized data for both fans and artists. The personalized digital experience was built over a three-month period, in WebGL. Spotify’s data team created an API, holding the relevant data of nearly 200 million people, which was then accessed to fuel the experience. The site went live in over 60 countries on the same day, and was adapted into 21 languages. During the first day, over 20 million visitors came to the experience, without affecting the site performance. Every data story within the experience could be shared on social channels, and a sharable snapshot was available to every user at the end of the experience. By creating an engaging and visually dynamic experience, we averaged over 2:30 minutes of engagement per visit, from over 34 million consumers. Over 400,000 artists engaged for even longer. While the site’s playlists helped to drive over 4 billion incremental streams, earned media provided a “FOMO” factor for those not on the platform. On the first day of the site’s launch, Spotify Wrapped occupied the top two places on Twitter’s global trends.