OVERVIEW

2023’s Spotify Wrapped Experience featured a genre sandwich, so we decided to bring it to life an IRL activation [The Ocky Way]. We partnered with a TikTok Deli Owner to bring the Spotify Wrapped Genre Sandwich to life both online and in his deli. Online, we launched the campaign with one of his typical TikTok videos announcing the sandwich, and then took over the deli for the day to giveaway sandwiches to creators and the public.

MY ROLE

CAMPAIGN MANAGER: From the start to the end, I developed this idea and led the campaign from inception to execution.

EVENT PRODUCER: Produced the event at the deli and managed all of the logistics including: opening, security, merch, and more.

CONTENT PRODUCER: Produced the launch video and all subsequent content from the event.

CREATOR PARTNERSHIP: Worked with Rahim and creators on the ground to help amplify the event beyond the bounds of our owned channels.

COMMUNITY MANAGEMENT: Engaged with comments and monitored conversation around the event in real-time ensuring that the community felt invited and joined us on the day.

SOCIAL LISTENING & ANALYTICS: Delivered reports following the event analyzing the impact and sentiment to better understand learnings for the next one.

THE RESULTS

• Our launch TikTok video generated over 2M+ views and over 230k+ engagements.

• We generated millions of organic impressions through creators onsite.

• We had over 300+ attendees day-of.