Spotify: Sing it right with Spotify Lyrics

Spotify, an audio streaming platform, promoted its new lyrics feature in Southeast Asia by pranking musicians into singing their own songs incorrectly.

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...

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