What it had to solve
Build excitement for the EP with content, immersive pop-ups and digital experiences for NewJeans fans.
The idea
Cast fans as 'Bunnies': match each listener, from their own music taste, to a cartoon NewJeans member whose playlist they then get.
How it works
The Bunnyland digital experience matched users to a cartoon version of MINJI, HANNI, DANIELLE, HAERIN or HYEIN and a curated playlist. Spotify opened a vacation-themed Bunnyland pop-up in Jakarta and Seoul and put giant headphone-wearing rabbits, 'Spotibunini', in malls in Jakarta and Manila.
What it did
Marketing-Interactive reports no figures. The Jakarta pop-up ran until August 6 with exclusive gifts to redeem.
Background
Marketing-Interactive reports that Spotify partnered with the South Korean girl group NewJeans for the release of their second EP, Get Up. A Bunnyland digital experience let Spotify users find out which of the five members was their 'hero' based on their music tastes, and then listen to a playlist curated by that member; the other members' playlists were also available.
In Jakarta and Seoul, Spotify opened a vacation-themed Bunnyland pop-up with NewJeans-inspired arcade games, a Playlist Station and Bunny Beach. The Jakarta one, at Lotte Shopping Avenue, ran until August 6 with exclusive gifts for redemption. Giant rabbits wearing headphones, called Spotibunini, appeared in malls in Jakarta and Manila; the name combines the group's mascot bunini, itself a mix of IPX's minini and NewJeans' TOKKI, with Spotify.
Spotify also released bonus content, including an interview with NewJeans and behind-the-scenes footage on its K-Pop On! YouTube and video podcast channels.
Why it lands
Matching by listening taste made a fan-service quiz feel personal to each user.
Member-curated playlists gave the quiz a reason to keep listening on Spotify.
Physical pop-ups and giant mascots in several cities put the digital game into the real world.
What you can take
Use the platform's own data as the hook: a taste-based personality match gives every fan a personal reason to share.
Since then
The article, published in July 2023, reports no results for the campaign.
FOLLOW THE EVIDENCE
The sources
- Spotify and NewJeans celebrate new EP with immersive Bunnyland experience marketing-interactive.com