SECRET SOCIAL

Get more students, listening to more music, on Spotify.

IDEA

Convincing budget conscious students to pay for a premium music streaming service is a tough challenge. Our solution lay in making Spotify synonymous with taking student life up a level.

We created an ‘always on’ programme, punctuated with flagship moments, to enhance students’ lives with Spotify everyday. Our programme was delivered on campus and social media by our super passionate and influential Spotify Student crew, recruited from our tastemaker network.

The Spotify Secret Social is the culmination of the year long student programme, giving students one epic night of music, discovery and post exam partying at a mystery location after dark. 250 lucky student competition entrants are randomly picked from across the UK and transported to a secret location for an unforgettable night. Each year the experience is elevated, with the last Secret Social taking place in a never before used WW2 ammunitions bunker.

The past three Secret Socials have taken students on a journey of musical discovery, showcasing the likes of Stormzy, Gorgon City, MNEK, Big Narstie, Jungle, and B-Traits, amongst many others.

Each year speculation and excitement over the location and artists reaches fever pitch as Spotify Student crew run playlist ticket hunts and fuel the fires of anticipation.

AMPLIFICATION

A unique social competition mechanic was designed to create a viral loop for the competition

A hyper targeted social teaser campaign harnessing the influence of our team of 60 Spotify Student Brand Ambassadors

Ambassadors build anticipation on campus with fun tactics such as playlist based ticket hunts and distributing sought after Secret Social merchandise

The event experience is designed for social sharing at every touch point from the tickets in the post through to the specially designed areas at the event

RESULTS

  • 35,000 ticket entries
  • Organic social posts from artists including Stormzy, MNEK and Gorgon City amongst others
  • Paid and organic reach of 50% of UK students
  • The legend of the Spotify Secret Social has become part of the student folklore

Find out more about our experiential marketing capabilities and how we can work together.

TESTIMONIAL

“Secret Spotify gig in an underground bunker just WENT OFF!” Stormzy “Literally the best night of my life. THANK YOU SPOTIFY!” Student attendee “The Spotify Secret Social is infamous throughout Spotify as one of our most exciting marketing initiatives. Seed have succeeded in making Spotify an essential and aspirational part of student culture and the Seecret Social production quality and results really do speak for themselves” Tash Shah, Head of Marketing, UK and Benelux