Spotify and NewJeans celebrate new EP with immersive Bunnyland experience

Spotify has teamed up with South Korean pop girl group NewJeans to celebrate the release of their sophomore EP Get UP with new content, immersive pop-ups and digital experiences.

To fuel the excitement for the release, the campaign included a Bunnyland digital experience that allows Spotify users to discover which member of the quintet, is their “hero” based on their music tastes.

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Fans will be matched to a cartoon version of either MINJI, HANNI, DANIELLE, HAERIN or HYEIN and will have the opportunity to listen to a Spotify playlist specially curated by the member chosen. For fans curious about what else NewJeans is listening to, the rest of the members’ curated playlists are also available.

To further support the group’s release, Spotify is also rolling out bonus content such as an interview with NewJeans and exclusive behind-the scenes footage across their K-Pop On! YouTube and video podcast channels.

In Jakarta and Seoul, Spotify opened its doors to a vacation themed Bunnyland pop-up decked out with NewJeans inspired arcade games, a Playlist Station and Bunny Beach to bring the musical world of Get Up to life.

"We're thrilled to partner with Spotify to present our fans with a diverse range of experiences that bring our group's unique colors to life,” said NewJeans in a statement.

"We've prepared an exciting campaign to connect with listeners worldwide, and we look forward to sharing these moments with our dedicated Bunnies and new fans,” they elaborated.

Bunnyland will be open from until August 6 at Lotte Shopping Avenue in Jakarta with a range of exclusive gifts available for redemption.

Spotify and NewJeans have also deployed giant rabbits wearing headphones called Spotibunini at malls in Jakarta and Manila. 

The name Spotibunini pays homage to the group's mascot bunini, a combination of the characters minini by IPX (formerly known as Line Friends) and TOKKI by NewJeans along with the Spotify partnership for the campaign.

Recently, Spotify aimed to connect with their Gen Z Filipino and Indonesian listeners through their “Music That Finds You” campaign that illustrates the streaming platform’s personalised music discovery services.

The campaign, which stars Pinoy hip-hop artists Nik Makino and Flow G and Indonesian rock band NOAH, will span across film, television, OOH, and digital assets.

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