The Challenge To launch Spotify in the US and gain mass consumer awareness across print, broadcast, online and social media.
The Insight Understanding of online music services is low and due to the prevalence of illegal downloading in the US, many associate such services with piracy. Our strategy leveraged key influencers in music and media to guarantee a clear endorsement from the mainstream music business.
The Idea Spotify would offer free subscriptions to key influencers, allowing them to offer invites to their following. Our PR campaign piggybacked on this influencer engagement to create a large groundswell of media excitement.
The Work Splendid developed the strategy for launch and managed all media targets, press outreach and reactive enquiries throughout the campaign. On the day of the launch, Splendid issued the official media materials and organized interviews for General Manager, Ken Parks.
The Result The campaign achieved widespread coverage across all top broadcast, print, online and social media titles, including the New York Times, CNN and BusinessWeek. Splendid recorded more than 85,000 blog mentions, 26,000 news mentions and 531,000 tweets in just one day.
Demi Moore, Britney Spears, Kelly Rowland and Justin Bieber were among the many celebrities tweeting their excitement at Spotify US. To top it all off, the Splendid NY blog post on the launch made it onto Mashable.