The 2019 Spotify On Stage concert series in Jakarta and Bangkok was an opportunity for Spotify Indonesia (@SpotifyID) and Spotify Thailand (@SpotifyThailand) to give thousands of music fans across Southeast Asia a live music experience they would never forget. At Spotify On Stage, fans got to experience the combination of some of the world’s and Asia’s biggest performing artists, connect more deeply with their favorite artists, and discover new potential favorites, live and in person.
Partnering with Twitter, Spotify used key audience insights and engaging real-time features to redefine the concert-going experience for fans, bringing them closer to the music, artists, and moments they care about the most, while boosting brand awareness and favourability online.
Spotify partnered with Twitter to understand how concertgoers had Tweeted during the 2018 Spotify On Stage series the previous year. The data showed that while the audiences loved music and wanted to interact with artists and other fans, they only Tweeted before and after the concerts, and showed low interest in engaging with the Spotify brand during the event.
Armed with these insights, Spotify planned Twitter activity to enhance the concert experience and tap into conversations fans wanted to engage with to increase brand share of voice. Key to the strategy was the chance to participate in Twitter Q&As with featured artists, which connected fans with their favourite performing artists. To boost real-time engagement, fans would also be given the chance to get their Tweets featured on the digital screen on stage during the concert, allowing them to share their special moments with thousands of audience members at the concerts and many other music fans online.
@SpotifyID and @SpotifyThailand launched the campaign across three phases: Tease, Reveal, and Reinforce.
The first phase used a Video Website Card and Conversational Cards to generate hype around the upcoming event. They capitalised on this buzz during phase two by launching a Promoted Trend and First View video, and putting out a Q&A call via the Twitter VIT app. The third phase took place on concert days, where Website Cards captured the live action and Q&As took place throughout the day. The best Tweets from the audience using #SpotifyOnStageJKT2019 and #SpotifyOnStageBKK2019 hashtags were also displayed on the big digital screen on stage. This also created FOMO amongst fans who were not physically at the concerts and urged them to Tweet using the hashtags to be part of the events, resulting in an even bigger impact on the engagement.