- Spotify is launching a new campaign to highlight its new “Reserved” feature, which helps fans secure concert tickets for shows by their favorite artists.
- The centerpiece of the campaign is an animated video that illustrates how far fans will go to get tickets to their favorite artists’ shows, from staying up all night to calling upon a coven of internet witches.
- The campaign will also include out-of-home elements in New York, Los Angeles, Miami, Chicago and Atlanta. Placements will include spots near concert videos, as well as on transit and train wraps.
Spotify introduced its “Reserved” feature in the U.S. in May. Through it, the streaming service will identify an artist’s most dedicated fans (using its internal streaming data) and hold two concert tickets for them to purchase before the tickets go on sale to the general public.
The feature is only for Spotify Premium subscribers. They also have to be validated by Spotify as human, true fans rather than bots, and offers will go to the most engaged listeners. (Thus increasing app usage.) If the user decides to take the offer, the tickets are purchased through the performer’s ticketing partner, with no added fees from Spotify.
The new campaign, from production company Remembers, is fully animated and depicts how far fans will go for tickets. “I’d do anything to go to this concert,” one fan says as the spot begins. “I’d wait in an infinite queue.” Another says he would camp out for “weeks, months, years,” while another says she would miss her grandmother’s funeral. Others claim they would quit their jobs, go to the ends of the earth or sell their souls. (The last one is depicted signing a contract in hell, but is interrupted by a Spotify notification from Reserved before she can complete the deal.”
The spot will run on connected television, online video and paid social.
