Marketing Currents - Business and Marketing Current Events

Spotify Gamifies Its ‘Wrapped’ Billboards Looking Back at 2022


Spotify unveiled its 2022 “Wrapped” campaign Wednesday morning—in what’s become a highly anticipated seasonal tradition—and this year’s bag of goodies includes gamefied billboards, a “listening personality” generator, and of course the annual rundowns of most-listened-to artists and songs globally and regionally.

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Discussion Questions:

  1. What is a marketing campaign?
  2. What is Spotify’s annual “Wrapped” campaign?
  3. Why do you think they launch the campaign every year at the end of the year?
  4. The article suggests the campaign is a “highly anticipated” seasonal tradition. What does that mean?
  5. What is advertising?
  6. What type of advertising is billboard advertising?
  7. Why do you think Spotify utilizes billboards as part of the annual “Wrapped” campaign?
  8. What is consumer data?
  9. Why is data important to Spotify?
  10. Based on what you learned from this news story, what role does social media play in the promotion of the campaign?
  11. What is Spotify’s “Your Listening Personality” feature?
  12. What is the “Your Artist Messages” feature?
  13. How do you think product features like this impact Spotify’s business?
  14. What do you think makes Spotify’s annual “Wrapped” campaign so successful?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.