BMW: Great American Road Trips playlist generator

Branded Playlist

BMW leads the world in luxury car sales. But with the 320i, they introduced a car that stands on solid tradition, at a much lower price. They teamed up with Spotify to raise awareness of the new model, by creating unique music experiences for five iconic road trips.

Brief

Increase awareness and consideration of the BMW 320i

Solution

A branded app on Spotify, in which:

  • Users select from one of five iconic American road trips.
  • Based on their selection, a custom playlist is generated.
  • The playlist consists of songs/artists from regions along the selected route.
  • BMW video is served during playlist generation.
  • The final playlist is sharable via social media.

Impact

  • More than 14,000 playlists created
  • 30% completion rate