With the popularity of podcasts skyrocketing in recent years, Spotify Indonesia (@SpotifyID) knew there was an opportunity to tap into a set of captive audiences. To launch the format in Indonesia, the audio giant decided to create four new series in the country’s favorite genres: horror (Kisah Horor: The Sacred Riana), crime (Pembunuh Berantai & LENYAP), love and relationships (Dear Dearest). To launch these Podcast Originals, they wanted to cut through the noise with a fresh and exciting approach — and that’s when they turned to Twitter.
To launch the podcasts, @SpotifyID wanted to bring the audio experience to life for their listeners, so they used Twitter's Thread feature to create a "scenario thread", an interactive format that’s unique to Twitter. In this first-of-its-kind execution in Southeast Asia, the “choose-your-own-adventure” format featured a series of connected scenario Tweets, which ultimately let the user decide at each junction of the story how they wanted to navigate the next stage of the mysterious, dark tale laid out in the podcast.
@SpotifyID used the Promoted Tweet thread to kickstart the journey and bring listeners to the prologue of the series — a GIF teaser designed to intrigue and capture the imagination. After viewing the prologue, and at each junction after that, users could choose between multiple Tweet options to decide how the story continues. Different choices would lead to different endings, and ultimately, to the podcast itself.
Then, @SpotifyID tapped on Trend Takeover to maximize the campaign’s visibility and ensure the campaign hashtag #SobatPodcastSpotify would remain at the top of Twitter’s trend list for the entire day. That, along with wide awareness garnered by the individual Image Ads for each podcast, @SpotifyID and the four new original podcasts became the centre of the conversations.