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For people who work in the advertising world it can be easy to burn yourself out on annual holidays. Chocolates, bears and roses are not just seen as staples of Valentine’s Day, they’re seen as safe bets for the digital space. But is there more you can do to integrate your brand? Spotify and Starbucks seem to think so.
What happened: In celebration of Valentine’s Day this year, Spotify, the popular music streaming app, released two additional services to users. For those already in relationships there was the option to send a ‘Love Note’ to your sweetheart in the form of a digital playlist that when listened to spells out a secret message picked by the playlist creator. And for those of us looking to make a love connection Spotify created a microsite to match specific to ad agency workers that matches people based on playlist preferences.
What this means for brands: Holidays don’t have to mean recycled content. For people who work in the advertising world it can be easy to burn yourself out on annual holidays. Chocolates, bears and roses are not just seen as staples of Valentine’s Day, they’re seen as safe bets for the digital space. But is there more you can do to integrate your brand? Spotify and Starbucks seem to think so.
Starbucks paired with Match.com to launch the World’s Largest Starbucks Date in honor of Valentine’s Day 2016 and Spotify shows a brilliant example of celebrating the holidays while simultaneously offering users new and exciting features for them to use.
And while Spotify and Starbucks both opted to play Matchmaker this holiday season, other brands can learn a lesson is smart holiday themed content. Phoning it with a themed Tweet or Instagram post is tempting and certainly easy. But both Spotify and Starbucks showed how an added element can take a humdrum approach to annual holidays and elevate it to something that gets people talking.
The holidays are a time of celebration and fun; your consumers expect to be wooed. When you use every opportunity to reach consumers in an authentic way it will only serve to benefit your brand. Avoid the pitfalls of generic emailers offering 20% off your next purchase and give the consumer something truly unique that rewards consumers for continuing to support your product or brand. They say that when it comes to gifts it’s the thought that counts, so it’s important to show your consumers you’ve thought about what enhances their experience with you.
Written by: Lauren Pope