Disney and Spotify have collaborated to launch a new campaign that will mix worlds of music, film and TV.
In a bid to promote the streaming service Disney+, Spotify listeners across the UK, Ireland, Germany, Italy and Spain will have the chance to explore personalised recommendations, as well as new genres and titles from Disney’s catalogue based on their listening habits.
Part of the brand campaign ‘House of Disney’, the initiative will match Spotify listeners with a ‘music personality’ based on their favourite tunes. If users are identified as having an ‘emotional and touching’ music personality for example, they will be recommended content that matches that mood, such as the film Empire of Light.
Audio, display and video ads will also be served to Spotify Free listeners to encourage them to visit the branded in-app experience which will include a personalised custom playlist which can then be shared across social channels.
The interactive experience will include a variety of touch-points such as a drop-down for more info on specific Disney+ titles, a click-through to watch the title, or a preview trailer to give them a ‘flavour’ of the content.
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“We’re excited to bring this new interactive experience to life through our innovative tech. People come to Spotify for inspiration and discovery, making it an ideal platform for a playful and creative brand like Disney to feature its latest brand campaign. It’s incredible to see the magic of Disney come to life inside of Spotify,” Spotify head of international sales, Kristiana Carlet, said.
