MINI and Spotify have teamed up to create the ‘New and Original Pop Quiz’ to celebrate the launch of the New and Original MINI Hatch and support the on-going ‘New Original’ advertising campaign.
In a concept conceived and developed by the creative innovation network iris and media agency Vizeum, Spotify users will have the opportunity to test their knowledge of both new and original music tracks against the clock for the chance to win gig tickets and Spotify Premium accounts. Competition entrants will also receive a ‘New and Original’ Spotify playlist made up of tracks from the quiz.
The quiz forms part of MINI’s wider ‘The New Original’ advertising campaign launched earlier this month by iris and will run across desktop and mobile versions of Spotify. UK users will be encouraged to take part through ad pages within the Spotify client, audio adverts on the service, and a special mobile-optimised website.
Michelle Roberts, General Manager Brand Communications, at MINI, said: “We’re proud to be the first car brand to launch a campaign with Spotify on mobile. The New Original campaign is designed to showcase how our new MINI Hatch combines the feisty, fun-loving spirit of the original 1959 model with the latest industry technology. Partnering with Spotify has given us the opportunity to do this by celebrating one of our customers’ most significant passions: music.”
Adam Williams, MD of UK & Benelux at Spotify added: ‘There is no British car brand more intrinsically linked with music than MINI, making them the perfect partner for Spotify. The New and Original campaign perfectly encapsulates MINI’s long heritage and association with music, while engaging with music fans in the most modern and social of music environments on Spotify.’
Shaun Mcilrath, Executive Creative Director at iris, said: “The reviews about the new MINI Hatch are unanimous – it is a huge hit. Therefore, the ‘New and Original Pop Quiz’ is an opportunity to help the wider ‘New Original’ campaign resonate beyond traditional advertising; telling the story to music fans, in a new and original way.”
Farhann Cachra, Account Director, Vizeum UK said: “MINI has always pushed the boundaries in technology while retaining the principles of iconic design and driving performance. These values have created one of the most fanatical fan bases for whom music is also a big passion. The launch of the new MINI Hatch gives us the opportunity to build on this insight and create a partnership with Spotify that offers value to the user, unpacks THE NEW ORIGINAL story and positions MINI as an innovator in the digital space.”view more - Creative
Categories: Automotive, Carslbbonline.com, Mon, 28 Apr 2014 12:16:34 GMT