Brand Tracker

Welcome to the automated Brand Tracker diaries.

Germany

Spotify Case of EXTRA: Kotti d’Azur: How EXTRA Stayed Relevant with a Song on Spotify for Gen Z

Brand: Extra

Campaign: Kotti d’Azur

Source: https://www.horizont.net/marketing/nachrichten/spotify-case-von-extra-kotti-dazur-wie-extra-mit-einem-song-auf-spotify-bei-der-gen-z-haengen-blieb-236156

Goal: Engage Gen Z with a Spotify song

Media: Spotify

Summary: The article discusses how EXTRA successfully connected with Generation Z by launching a song on Spotify as part of their campaign 'Kotti d’Azur'. This strategic move helped the brand maintain relevance among the younger demographic.

Global

Coach puts music at the heart of its Gen Z play

Brand: Coach

Campaign: Live your story

Source: https://www.marketing-interactive.com/coach-puts-music-at-the-heart-of-its-gen-z-play

Goal: Connect with Gen Z through music and real-world experiences

Media: Spotify, live performances, digital content

Summary: Coach's Fall 2026 campaign, 'Live your story', centers on music and real-world connections through a partnership with Spotify. The campaign features Elle Fanning and various musicians, creating personalized experiences via playlists and a traveling tour in multiple countries. The films depict themes of connection through live music, reflecting Gen Z's desire for deeper real-life connections.

collaboration Gen Z live experiences music Spotify

Croatia

Spotify Found a New Place for Playlists

Brand: Spotify

Campaign: Playlist It

Source: https://www.media-marketing.com/vijesti/spotify-je-pronasao-novo-mjesto-za-playliste/

Goal: To highlight user-created playlists in public spaces

Media: Billboards, posters

Summary: Spotify's new outdoor campaign, 'Playlist It', developed by Uncommon New York, showcases actual user-generated playlist titles on billboards and posters across major cities like New York, Los Angeles, and Miami. The campaign creatively utilizes users' playlist names to connect with the local context, turning private expressions into public conversations. The initiative aims to reflect how younger audiences use playlists as a form of self-expression.

outdoor advertising Spotify user-generated content