The idea behind this campaign is to increase general awareness of the Spotify brand. In order to do this I constructed a fun campaign that utilizes one of their unique features: their social network platform.
To create more awareness on a social level, I created a Facebook app that would engage a younger demographic: the Spotify Karaoke App. This app would encourage users to invite friends to a live stream karaoke challenge. You have the option of choosing any song on your- or their- Spotify playlist to sing in the challenge. Once uploaded on mobile, after the preliminary free hours are spent, one must pay the membership fee. Hopefully this encourages a paid membership activation; if not, the Facebook page, which allows other Facebook members to rate "challenges," increases awareness on the social platform.
The tag, Stream Out Loud, encourages users to let loose, engage, and share.
Other features of the app? It not only allows you to challenge friends, but also random strangers (who have also downloaded the app) via a Chat-Roulette-esque sort of queue- it's your call. Also- if you're too timid to actually play, there's always the voyeuristic thrill of taking part by simply being part of the live audience and watching other people sing live.