Spotify
Mixed Playlists
Turning playlists into ‘PB’ breakers.
The challenge
Spotify wanted to build awareness of Mixed Playlists, a new tool that lets fans create seamless transitions and order tracks by BPM.
The curly thinking
Our research uncovered a familiar runner frustration: nothing breaks your flow faster than the wrong song.
What we made
So we partnered with 4 running creators to show how Mixed Playlists could keep every track, transition and step on pace. Across TikTok and Reels, we brought the runners’ inner monologue to life, pulled the Mixed Playlist button out of the Spotify UI in 3D and animated equaliser lines to move with their run. Making the product part of the entertainment - not an interruption.
The results
95%positive sentiment
2.5Morganic views
High intent in the comments to use the feature
The reaction
saint._soldier
ULTIMATE GREEZE
maran_m
Love to see it 🤝🏾
terrytafari
Wow!! 👏🏾
fempv
💯 💯 🚀
scorpzgca00
Wow 🤯 awesome advert
genfit.jpg
Price went 🆙
Sarah | Interiors & Head Wraps
PERFECT AD!!!!!!
armz628
What an ad😍 🔥
weschuks
RUN THE PLAYLIST
yourboybenz
Coldddddddddd
beingjullien
Levels 📈
solobobo29
Need this playlist rnnn
jonnyrdavies
Unreal collab 👏 👏
luchi 🫰
Spotify has been doing great ads lately