Case Study

Amazon Music

Amazon Music created a holiday playlist exclusively for Prime members. But how do you get people’s ears during the noisiest (and most expensive) season of the year? We used a creative contest, savvy media buys, and the artists’ own voices to cut through the noise and generate buzz on a budget. We designed and developed a socially integrated microsite that encouraged fans to design the artwork for their favorite artist’s song on the playlist. The covers were then made available for the public to vote on, with the winning covers being featured as official artwork for the playlist as well as posted on as the cover photo for each artist's social profile during the holiday season. We leveraged Prime Video pre-roll, on-site ads, and organic social media to create massive awareness for the contest. Then we supercharged this campaign with influencers: the artists themselves - guided by a campaign guidebook and assets. Small spend. Big numbers.

Credits