(Swant, 2019) The campaign compiles users’ data from the past year and presents it in the first week of December. 2017 Wrapped gave artists and advertisers metrics and 2018 expanded the campaign to 18 markets. In 2016, an official campaign was initiated and was named “Wrapped” - this year included personalized year-end playlists for Spotify users. It initially started as a microsite that showed top songs and genres. The audio streaming service, Spotify, unofficially introduced its Wrapped campaign back in 2015. Social Media Analyzation - Spotify Wrapped
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