fans who think the places they love – or would love to visit – deserve their own
soundtracks will get their wish with
want to combine the physical experience of drinking a Coke with the virtual
experience of listening to, discovering and sharing music,” explains Joe
Belliotti, Coke’s director of entertainment marketing. “Our ambition is to have
a Placelist associated with everywhere
Inherently social by design, the app lets teens see where friends are checked in on Facebook, listen to other Placelists and zoom in on locations around the world – from a neighborhood café or park, to Copacabana beach in Rio, to the Eiffel Tower in Paris. Users can add tracks to an existing Placelist, vote songs up the queue or create a new Placelist for a specific location.
Around the Corner or Around the World
app is both hyper-local and global in scope. “Placelists let you simultaneously
discover music through someone on the other side of the world and inspire a
friend sitting next to you to listen to and like the same songs,” says Jackie
Jantos Tulloch, global creative director for
Additionally, Music Dealers is building “52 Songs of Happiness,” one for each week of the year. Emerging independent artists will write and contribute tracks based on the theme of discovering and sharing music in their favorite places.
A Musical Conversation
The Placelists journey dates back to 2011, when
“Spotify’s technology was perfect for what we want to do, which is use music as a social connector and offer a platform to discover and share new music,” Belliotti says.
The two companies formed a global partnership in April 2012 and have rolled out joint activations in Germany, Australia and Mexico. Jeff Levick, Spotify’s chief marketing and revenue officer, said the Placelists launch marks a bold step forward for the shared-value collaboration, which fuses Coke’s scale and reach with Spotify’s leading technology platform and vision to democratize music.
Since launching in Sweden in 2008, Spotify has amassed more than 24 million active users and more than 6 million paid subscribers. The fast-growing service is currently available in 28 countries, with more on the way.
not just brining music to people around the world; we’re bringing music to every
place people enjoy by contextualizing the songs they love,” he explains. “We
see this as something that will scale not just across the
More Than a Campaign
we thought about how the intersection of music at specific locations and single
moments in time breeds togetherness, we began to paint a picture of what playlists could be around places and events… and what it would be like to
interact with and share music at different places,” says Brad Ruffkess, connection
the initial brief, the team saw Placelists as a long-term play that would
enhance global and local
“This is not a three-month activation,” Belliotti insists. “We’re putting our developer hats on and treating Placelists like a product, with a soft launch followed by gradual iteration as momentum and behavior build.”
adds, “We’re excited to see how teens will mold the Placelists experience in
ways that are relevant to their daily lives… and how we can help fuel whatever
they want from it.