It's Spotify's 'Wrapped' time of the year for everyone to share their favourite artists and songs of 2023, but why is Spotify Wrapped so popular?
Experience Marketing. A personalised, tailored experience with a company cements an idea of significance for a consumer, so let's look at how Spotify and Barbie's marketing teams struck gold.
Case Study 1: Spotify
Spotify releases their annual 'Wrapped' as a celebration of your listening, showing you the statistics of how long you listened, your top
artists and more metrics. People share their Spotify experiences, comparing music profiles with their friends and family, and it works!
This experience makes us feel noticed, it's specific to the listener and allows you to reflect on your year of music consumption.
Case Study 2: Barbie:
Barbie's official posters of "Barbie is everything." and "He's just Ken." launched into a whole world of experience marketing with an opportunity for consumers to turn themselves into a Barbie poster with their "Barbie Selfie Generator". Many people shared their new Barbie-fied personas, memes or celebrities, bringing a whole new layer to the already titanic Barbie marketing gig. This is an excellent example of people sharing a brand because it's personal to them.
By making a shareable experience for your customers, you can amplify your brand to the masses with the help of your customers at
no extra cost! How's that for free publicity?
Starting a new year with experience marketing could be what your brand needs. Let's make time to talk soon.
In the mid-to-late 20th century, print magazines and newspapers were absolute powerhouses. Because readers sat down with a publication deliberately on a train, at the kitchen table, or in a waiting room and advertisers had a captive audience. Some of these commercials or print ads might still be a hit today, while others might get someone fired if they were proposed in a client meeting. But they're certainly entertaining
On paper, expanding a food brand between the US and Australia looks like a surefire win. Both are wealthy, English-speaking Western nations
with a massive appreciation for burgers, barbecues, and convenient dining.
Yet, the corporate graveyard is filled with cross-continental flops. Most recently, Australian favorite Guzman y Gomez (GYG)
conceded a $13 million operating loss and pulled the pin on its major US expansion plans, while the US chain Carl’s Jr.
plunged into voluntary administration within Australia.
For the last decade, we’ve all been obsessed with ranking #1 or at least the 1st page on Google. We’ve spent countless hours on SEO, backlinks, and keyword density on top of 'paying to play'. But if you’ve noticed the landscape shifting, you’re not imagining it.
We have entered the era of the AI-Answer Engine. When a customer asks a question like "Who is the best local provider for X?" AI platforms
like ChatGPT, Google Gemini, and Perplexity aren't just giving them a list of links.
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