Associate Experience Director, 2014
This much awarded campaign exceeded all expectations by leveraging Spotify’s wealth of user data to tell both a global and a personal story.
In its first month, the Year in Music generated over 5 million views and over 1 million personalized Year In Music experiences. The campaign was also widely recognized as an innovative, data-driven experience, winning The One Show - Data & Human Experience - Gold (in addition to the many other awards listed below).
The Spotify Year in Music campaign leveraged data insights to tell both a global and personal story about how music connects us. It highlighted both the music we loved and the moments we lived in 2014. Users could select different views to see what the spotify community listened to both at a global level and within select countries. At the end of the Year in Music, users were encouraged to discover their own unique listening story through a personal listening visualization.
After reviewing the Year in Music, users were invited to generate their own personal listening story. My personal Year in Music card was Forever Frozen, as it was completely dominated by my then-3 year old daughter’s obsession with the Frozen Original Motion Picture Soundtrack. After realizing the extent to which she had become the master of my music domain, I made a resolution to explore some new grown up music!
The One Show - Data & Human Experience - Gold
The One Show - Interactive Merit Award
The Clio Awards - Music, Digital/Social - Silver
The Clio Awards - Music, Innovative - Bronze
Mashies - Best Global Campaign - Winner
London International Awards - Digital, Sites - Silver
The Webby Awards - Media & Entertainment - Winner
The Webby Awards - Best Visual Design Aesthetic - Nominee
Creative Review Annual 2015 - Featured Project
Cannes Lions - Use of Social Data & Insight - Shortlist
Cannes Lions Innovation - Creative Data, Storytelling - Shortlist
The Shorty Awards - Best in Music - Honorable Mention
OMMA Awards - Online Advertising Creativity: Viral Campaign
OMMA Awards - Web Site Excellence: Entertainment
New York Festivals - Digital Design - Finalist Award
The FWA - Site of the Day 3/1/15
aWWWards - Site of the Day 2/12/15
CSS Awards - Site of the Day 2/6/15
and last but not least…
razorfish global’s Brand New Thinking Award for the Best Pioneering Experience
Want to learn more about how this campaign came to life? I presented this project summary and retrospective to our internal UX team shortly after the project completed. It covers the campaign's goals, how we worked, what we did, how well it went, and what we could have done better.