Nike and Spotify teamed up for Nike Women’s 10k running events in London (March to June) with the twin objectives of driving awareness of music’s positive effect on running performance and increasing Spotify’s monthly active usage among female runners.
After downloading the MyTempo app runners were asked three questions and assigned to a Tempo group, based on the beats per minute of a track. From this group their perfect playlist was created.
Working with agency Wasserman, Spotify positioned the installation on the ground floor of Nike Town in London for three weeks so consumers could experience the feeling of their Tempo groups via a vibrating podium and on-screen animation. On race day Spotify hosted a silent disco, which had an average dwell time of 1.5 to 2 hours per runner.
Nearly 78% of the 10,000 runners used the MyTempo app to curate personal playlists and discuss the benefits of music on their performance. Of these, 61% were within Spotify’s target demographic of 18- to 34-year-olds.
“Results like these help paint a picture of success, but the direct consumer feedback throughout was what really shone through,” explains Kate Marriage, Spotify EU experiential marketing manager.
“Music is inherently experiential, so it makes sense for us to connect the online and offline worlds through musical experiences.”