The Ask

In a Sports Marketing class while studying abroad in Barcelona, I worked on developing two brand activation campaigns for the Spotify-FC Barcelona partnership. The project involved identifying key target audiences, analyzing market trends, and creating innovative strategies that blended Spotify’s music brand with FC Barcelona’s sports focus, while considering local culture and global reach.

BRAND ACTIVATION

Target Audience

The intersection between Spotify’s and FC Barcelona’s target audiences is a younger and socially active demographic. They have a passion for both music and football. They value personal connection to community, whether through sharing music or supporting a team, and seek emotional and experiential value in their activities. These individuals are also likely to appreciate premium offerings that provide exclusivity and convenience.

Exclusive & Interactive Content

  • Player-Curated Content: Fans can listen to exclusive playlists and podcasts featuring FC Barcelona players, coaches, and key broadcasters.
  • Spotify Blend: Fans can blend their own playlists with those of FC Barcelona players, connecting over common music tastes.
  • Interactive Map Activation: Easy-to-scan QR codes will be placed across Barcelona and Camp Nou, transforming these areas into interactive music maps.
  • Exclusive Access: Scanning these codes grants access to exclusive Spotify content, including player playlists, behind-the-scenes podcasts, event tickets, and limited-edition FC Barcelona merchandise.

Community Event: Silent Disco

  • Exclusive Playlists: This silent disco will feature exclusive playlists curated by FC Barcelona players, with QR codes to easily access and save the music, encouraging sharing among fans.
  • Player Appearances: FC Barcelona players will make a special appearance, offering fans a unique opportunity for direct connection with their idols.
  • For Existing Fans: Connect with like-minded supporters and potentially meet players in a fun, social atmosphere that enhances the sense of community.
  • For New Fans: Immerse in the lively Barcelona scene through this interactive event, and download the app to access exclusive content and engage with the growing fan community.