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Barilla’s most recent marketing stunt is not only music to creative ears, but also really easy to replicate.
- ICYMI, the pasta brand made Spotify playlists for each of its pasta shapes...but each playlist lasts as long as you’re supposed to cook said noodle variety.
- Examples include: Timeless Emotion Fusilli, Moody Day Linguine—you get the gist.
A trend? Kind of. Branded playlists with fun twists have popped up here and there over the past few years—see KFC and Vans for recent examples.
If you’re curious about the strategy, read on for a few pros of becoming the Covid-19 marketing DJ.
- Between the start of the pandemic and May, Spotify’s monthly active users (MAUs) grew by 31%, making it an even better place to connect with your audience remotely.
- As of May 2020, Spotify had also surpassed both Pinterest and Snapchat in MAUs.
- Finally, creating a playlist is 100% organic, and adding another zero dollar strategy to your toolbox during an economic downturn can’t hurt.
Looking ahead: For timely info on why quarantine is an ideal time to test this strategy, check out this piece from Catalogue.