Your Portal to an Alternate Verse
Spotify Audiobooks needs engagement.
The challenge is to get Gen Z , a generation looking for content that provides them with escapism, to adopt audiobooks like they have podcasts. We’ll position Spotify Audiobooks as a way to discover new worlds by leveraging the idea of portals. These portals will transport individuals to an aural multiverse of stories and ideas.
We’re creating a portal that is not only the new audiobook logo but is a functional button that unlocks our community feed - transporting readers from a solo listening experience to one filled with a community of listeners.
Spotify will introduce these portals to the world with a complete takeover of Times Square using digital billboards – all leading eyes toward a glowing portal in the center.
Partnering with Snapchat, we're creating interactive physical and augmented reality portals.
These portals are for users to share the stories that opened up their worlds and changed their lives.
Snapchat takes you to a hidden page within the Spotify app.
Here is the option to download an audiobook left by another user or select an audiobook to leave for another user.
Our portals are taking over urban centers across the world. From the Tube to collaborating with Citi Bike Share in NYC, and even to Ferris wheels, anything circular will have people asking:
'Is that a Spotify portal?
Let’s be real. Our portals won’t be welcome everywhere. That’s why we’re making Spotify portals accessible to every kid that needs an escape hatch. In Texas, Pennsylvania and Florida, the three states with the most banned books, we’ll go incognito on Snapchat, hiding in circular landmarks, like the Welcome to Orlando sign or the Dallas Reunion Tower
Critical Mass & The One Club for Creativity Mentorship
Role: Copywriter