A major record label wanted to get people talking about their artist Sam Hunt’s debut album, Montevallo.
They also wanted to give fans a unique, interactive experience that would leave them feeling extra enthusiastic about the artist.
Sam Hunt’s fans were invited to sign in through Spotify, then create a playlist inspired by the new album.
Fans had several incentives to participate in the campaign.
This campaign encouraged fans to be creative and offered them clear value, so they were eager to spread the word through social media. Sam Hunt and Montevallo quickly and organically generated online buzz.
When they logged in with Spotify, each fan agreed to let the record label see their Spotify activities — the tracks they had on Heavy Rotation, the tracks they had saved, the artists they followed, and so on. These insights made the Sam Hunt campaign invaluable. The record label was able to benefit not only from the direct increase in fan engagement, but also from the new fan insights they were seeing on their AE dashboard. The record label could then use these insights to guide them in developing their next amazing digital campaign!
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