UK Brands jump straight into ‘The Moment’ with Spotify

31 January 2017 - Press release

People consume music more frequently than any other media, and they listen to Spotify for more than 2 hours every day. With that level of connection, Spotify has a deep understanding of the moments our users experience throughout the day. 

In late 2016, Spotify for Brands UK announced the launch of our latest native ad experience ‘Branded Moments’, which enables brands to engage with music fans on Spotify based on the moments-themed playlists which consumers are listening to. We made six of our most popular curated ‘moments’ available for brand sponsorship: Chill, Dinner, Focus, Party, Sleep, and Workout. Now we can reveal which forward-thinking brands have become the first to take up this new opportunity in the UK.

First up is Danone, who have joined forces with us for a year-long partnership to help build strong connections between their Danone Light & Free brand with the ‘Chill’ moment, in a campaign that launches in the UK on February 1st. As the first company to run a UK-based campaign around 'Chill',  Danone has created the perfect opportunity to promote the brand attributes of Danone Light & Free to an audience of relaxed and engaged music fans, while they are doing what they enjoy most - listening to music. As part of a year long partnership with Spotify, Danny Weitzkorn, Content Partnerships Director at MEC Wavemaker, said: “The Spotify partnership is an exciting opportunity to reach Light & Free’s audience through one of its main passion points. This isn’t a brand entering into something just because music is cool but because our target audience takes time out and uses those moments to connect with music.” 

Another brand which has chosen to sponsor the ‘Chill’ moment is Bose. Bose was one of the first partners to sign up to Spotify Branded Moments while it was still in beta in the US and UK. They used the moment to help promote their headphones right when users fell into the relevant Chill Moment. Director of Consumer Marketing at Bose, Mike Mangione said that the Branded Moments came just as they were looking to move away from “interruptive ads” and when they were trying to “understand what the user is trying to accomplish.”

Earlier this month, Sainsbury’s revealed that Spotify’s ‘Dinner’ Branded Moment is playing a key role in their new ‘#FoodDancing’ campaign. This multi-layered interactive campaign has built music and Spotify into the fabric of the campaign, with the soundtrack ‘Yum Yum Yum’ being released on Spotify and Sainsbury’s sponsoring the ‘UK Dinner’ moment; a perfect pairing of innovative brand and precisely-targeted consumer moment.

Another partner to jump on board was Samsung, who wanted to promote their Gear Fit 2 and S7 promo offer to a fitness focused audience. They said “Aligning with the Workout moment on Spotify is a fantastic way to offer consumers a real value exchange (free listening) by seeing our advertising. As well as being a premium platform, Workout moments allow us to identify this highly sought after fitness audience from a different angle. We are excited to see the results.”

Even in its early stages, Branded Moments is proving how brands are able to form a deeper connection with their audience by enhancing key moments throughout their day. To find out more about how you can get involved, click here.