Vodafone launches first sponsored playlist campaign with Spotify
On May 3, the first sponsored playlist campaign for one of Spotify's most widely reached playlists launched in Germany.
Vodafone has selected the Top Hits Deutschland playlist for its nationwide campaign and is thus sponsoring Germany's largest Spotify playlist, with over one million followers, for almost three weeks. The company is using the advertising format to generate awareness for the "Vodafone CallYa GigaBoost" and stimulate conversion for the product. The Sponsored Playlist campaign is supported by an integrated co-marketing plan and reinforces the company's message with exclusive in-playlist branding and in-playlist media. This includes premium placement of the Vodafone logo in the playlist, as well as ad breaks that can be played by the company with audio or video ads. For all ad formats, Spotify guarantees Vodafone 100 percent display share of voice as well as absolute industry exclusivity within the playlist.
Sumi Chumpuree-Reyntjes, Country Sales Lead Spotify Germany, is pleased to be pioneering the first German Sponsored Playlist campaign with Vodafone. The campaign shows how brands can use multiple advertising formats in an integrated sponsorship package to send their messages to the right target group, he is quoted as saying in a statement.
