5 min read

Spotify Wrapped ads got creative with OOH around the world

Written by
Pavlo Fedykovych
Published on
November 30, 2023
May 29, 2024

Your friends are posting it on Instagram. You may have posted it as well. If not, you'll be socially pressured to do so. How else will your friends know that Taylor Swift is your number 1 artist in 2023? In any case, Spotify Wrapped is upon us yet again and the company has launched an epic OOH campaign worldwide to promote it.


What's happening: "Wrapped or it didn't happen," is Spotify's motto for the end of 2023. Their viral marketing campaign is at it again. Millions of users post Spotify Wrapped playlists of favorite artists on their social media pages. To further promote the stunt, the Swedish streaming giant has launched a multi-channel worldwide OOH and AR-driven campaign celebrating the artists and making users feel the FOMO of not telling about their favorite listens.

Creativity is on full display with the Spotify Wrapped ads. A park fountain in Atlanta featured a mini-yacht with a billboard promoting rapper Lil Yachty's music that looked like this:

Credit: Spotify

In Underground Atlanta, a loooooong billboard celebrated the fact that Ice Spice's adlib "Gra" became the "Word of the Year":

Credit: Spotify

Of course, there was a huge DOOH promoting Spotify Wrapped on Times Square:

Credit: Spotify

Cheeky billboard stating that many people created a playlist called "dump him" and will be "single soon" as in the 2023 Selena Gomez hit song with the same name:

Credit: Spotify

There was also this poignant billboard celebrating the streaming success of SZA's "Kill Bill":

Credit: Spotify

Spotify Wrapped didn't only include the static, there were awesome cases of AR and 3D advertising like this digital billboard about Kali Uchis' "Moonlight":


As for the artists, Taylor Swift has become the queen of streaming this year dethroning Purto Rican urban superstar Bad Bunny and dominating global listens. There was a billboard for this occasion too:

Credit: Spotify

Why we love it: the diversity of ideas, the awareness of the local markets (the Spotify Wrapped OOH campaign was organized on several continents), and immense creativity, how not to love what Spotify did in 2023?

It's original, it's fun, it's amusing to watch. Just like any superb marketing campaign should be.

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