Digital
Wrapped — End of a Decade
Spotify · 2019
- Campaign
- Spotify Wrapped 2019
Analysis
Spotify’s 2019 Wrapped launch invited listeners to review their music across the year and the decade. This official header announces the experience with large type and bright shapes.
“Welcome to the end of a decade. Ready for your 2019 Wrapped?”
Personal dataAnnual ritualShared occasion
Why it worked
The decade gives a familiar annual feature a larger reason to return. The invitation points people toward their own listening history rather than a general product claim. A recognizable graphic style connects the launch to results people can share. Personal information gives those results meaning for the listener and a topic for conversation.
Lesson
Turn useful personal data into a recurring experience people can discuss.