JOHNNIE WALKER
Johnnie Walker and Spotify brought emotion back to music discovery through live unreleased tracks, artist performances and a mobile-first campaign.
Services
Brand strategy // Content production // Campaign activation // PR & activation
Case focus
A festival activation connecting live music discovery, flavor and Spotify through shared cultural moments.
IN MUSIC, A RELEASE USED TO BE A MOMENT TO CELEBRATE. TODAY, FANS DISCOVER NEW TRACKS ON STREAMING PLATFORMS — WITH THOUSANDS OF RELEASES DROPPING EVERY FRIDAY. THE SENSE OF ANTICIPATION HAS FADED INTO THE SCROLL. THE QUESTION WAS: HOW CAN WE BRING EMOTION BACK TO DISCOVERY? HOW CAN WE TURN A DIGITAL DROP INTO SOMETHING THAT FEELS HUMAN AGAIN?
WHAT IF AUDIENCES COULD EXPERIENCE THE DROP BEFORE THE DROP? TOGETHER WITH SPOTIFY, JOHNNIE WALKER CREATED A NEW KIND OF RELEASE MOMENT — ONE THAT YOU COULD SEE, HEAR AND FEEL. A SPACE WHERE MUSIC MEETS MOVEMENT, AND THE CROWD BECOMES PART OF THE CELEBRATION.
AT JUICY BEATS AND SAN HEJMO, SPOTIFY AND JOHNNIE WALKER TURNED THE FESTIVAL STAGE INTO A PLATFORM FOR DISCOVERY. EMERGING ARTISTS MILAA, JONNY MAHORO, CAGE AND JERO19 PERFORMED UNRELEASED TRACKS — DROPPED EXCLUSIVELY THROUGH SPOTIFY AND JOHNNIE WALKER RIGHT AFTER THEIR LIVE SETS. A CURATED DJ LINEUP EXTENDED THE ENERGY ACROSS BOTH FESTIVALS, BLENDING SOUND, FLAVOR AND ATMOSPHERE INTO ONE SHARED PULSE. THE CAMPAIGN LIVED BEYOND THE STAGE — A 360° MOBILE-FIRST ACTIVATION ON SPOTIFY CONNECTED THE LIVE MOMENT TO THE DIGITAL WORLD THROUGH IMMERSIVE CONTENT, CUSTOM PLAYLISTS AND ARTIST TAKEOVERS. IT WAS NOT JUST ABOUT LISTENING. IT WAS ABOUT FEELING THE MOMENT BEFORE IT BECOMES A MEMORY.