Happy Gilmore 2<\/em> on Spotify.<\/p>\nUsers of the audio app who encounter the ad can play rounds of golf to reveal Easter eggs from the Happy Gilmore universe, hear clips from the film, and access a personalized \u201chappy\u201d playlist.<\/p>\n
The ad is the first time it has created a custom audio gaming experience for an advertiser. That said, it\u2019s not a new ad unit or offering\u2014Spotify has been creating custom experiences for advertisers since 2021. Spotify has previously created experiences for a collaboration between Coca-Cola and Oreo as well as for Amex.<\/p>\n
The ad unit is dubbed \u201cthe stage,\u201d Kay Hsu, global head of the creative lab at Spotify, said. \u201cIt\u2019s an in-app branded experience. It\u2019s usually really interactive. It\u2019s custom-made for each brand, so each experience is very different.\u201d<\/p>\n
To create the game, Spotify worked with Netflix on a brief inspired by the character of Happy, and \u201cleaned on a lot of nostalgia, obviously, to develop the design treatment,\u201d Hsu said.<\/p>\n
While there has been more interest in gamified ads from marketers like Disney, Amazon, and Discord, as Marketing Brew previously reported, that trend wasn\u2019t the starting point for Spotify. That Happy Gilmore 2<\/em> is about a game made it a natural fit to gamify the ad, Hsu said. The experience was created by Spotify\u2019s in-house team and produced by MiK Studio.<\/p>\nShould advertisers want their own game, that\u2019s something Spotify is game for\u2014Hsu said the platform is up for still more when it comes to immersive ads. \u201cPeople think of Spotify as just an audio platform, but it isn\u2019t,\u201d she said. \u201cIt\u2019s really immersive.\u201d<\/p>\n
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Read the full article here<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"Ad gamification continues, this time with a new ad for Netflix\u2019s Happy Gilmore 2 on Spotify. Users of the audio app who encounter the ad can play rounds of golf to reveal Easter eggs from the Happy Gilmore universe, hear clips from the film, and access a personalized \u201chappy\u201d playlist. The ad is the first […]<\/p>\n","protected":false},"author":1,"featured_media":22514,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[78],"tags":[],"class_list":{"0":"post-22513","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing"},"yoast_head":"\n
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