Budweiser blends ads into songs for uninterrupted listening experience on Spotify

Brewing company Budweiser is converting songs on Spotify that mention the brand’s name into targeted ads within the platform in Brazil. This comes as it aims to alleviate the pain point of ads cutting into the listening experience on free Spotify accounts.

Titled ‘UninterruptAds’, the campaign found that more than 500 tracks available on Spotify mention the beer brand such as My Luv by Brazilian artist Kafé.

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Done in collaboration with the Africa Creative Agency, the songs were carefully programmed to be advertised in playlists which correspond to their genre to ensure a smooth integration with the user experience.

As part of the campaign, a video was released to illustrate the plethora of songs that have been promoting the brand indirectly over the years. The video showcased how Budweiser aims to offer greater visibility for these artists.

“If someone is going to interrupt your playlist’s vibe, it won’t be the beer behind the music,” said the brand in the ad.

"With this strategy, Budweiser showed that, beyond supporting, it is also part of music. The brand authentically inserts itself into the music scene, promoting a deeper connection with fans and artists”, said Daniel Wakswaser, CMO at Ambev, in Brazil.

To ensure that the campaign does not become an out-of-place ad for Spotify listeners, ‘UninterruptAds’ is segmented for specific audiences and rhythms to ensure its organic experience for users, explained Thais Altschuller, beverage client partner at Spotify.

Closer to home, Spotify recently launched a new interactive experience to celebrate K-Pop fans and their passion for the genre. It comes after Spotify observed a significant surge in K-Pop streams, with an increase of more than 180% in the United States, over 420% in Southeast Asia, and over 360% globally.

Available until 10 May, the experience named “Your K-Pop Persona” is a five-question-based personality quiz to evaluate participants' suitable role in a K-Pop band based on their hobbies and personal preferences.

To facilitate a user-friendly experience, Spotify has provided a personalised result photocard to all fans afterwards, allowing customisation before sharing it and comparing different results on social media. 

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