The highly anticipated fourth season of Stranger Things gave Spotify a chance to deepen its partnership with Netflix.
Gershoni worked with Spotify to develop an always-on campaign that activated multiple marketing beats across the season’s two episode drops.
Building out the official playlist with exclusive cast content, a mobile-only Easter egg and the season’s top tracks was the first step.
Personalized playlists helped fans escape the Upside Down with tracks inspired by their listening habits. Bridging the gap between episodes was a social campaign propelled by a library of social assets, on-platform promotion and a digital billboard in New York’s Times Square — keeping fans engaged and building buzz for the final episodes.
Spotify drove conversation, engaged fandoms and amplified a partnership
with a kindred spirit.
Stranger Things became the most-watched English language series on Netflix, and Spotify’s official playlist
grew from 500,000 to more than 2 million followers.
Where would you like to go next?
Tapping into the soul of jazz
Celebrating the variety of the Black experience, one song at a time
Amplifying a vision