Campaign Summary
In this campaign, we got right into the heart of culture by turning what could have been a stereotypical announcement of a new Lyrics feature on Spotify into an influencer-led campaign that achieved unprecedented results. We pranked musicians into singing their own songs wrong – which was highly entertaining for fans – leveraging on the musicians' reach and fandoms to spark user-generated content, which resulted in our target audience creating awareness on behalf of the brand in an entertaining way.
Campaign Goals
Our goal was to create a campaign to drive awareness for Spotify's new Lyrics feature and...