This is an interactive site that contains personal gems from the band and lets fans create their very own personalised Spotify playlist built through our own playlist algorithm. This site idea was conceived at the end of 2016 as the band began announcing shows throughout 2017. We wanted to find a way to engage and excite current Foo Fighters fans and get them familiar with streaming while introducing the band’s catalogue to a younger demographic.
Overall, we would be building a platform that would allow us to showcase new music when the band was ready while capturing data and optimise our marketing and CRM efforts.
Main page/the room: The smart playlist generator is visualised like a room from the 1980s (with a Stranger Things feel to it). If you click around, you will notice there is a lot of interactive functionality and Easter eggs: the globe spins, the TV turns on, the speakers make sounds and so on. The fans are navigated to different parts of the room where they are asked to make selections between band photo Polaroids and posters that project different Foo Fighters moments throughout their career and moods. We built a special algorithm that, based on each user’s selections, creates personalised playlists. For example, if a fan picked the romantic vibe Polaroid and the poster from the 1990s, they’d get a slow playlist filled with the band’s earlier songs. The user can name the playlist, and it is automatically stored in their Spotify collection. The campaign was developed for both mobile and desktop and users must connect via Spotify to be able to access the full functionality of the site.
Challenges and goals overview: • We wanted to introduce the Foo Fighters’ audience to streaming.
• Capture as much data as possible. Emails for future communication. Retargeting data for future ad campaigns
• Create a Foo Fighters streaming community which will be utilised during the later phases of the album campaign. How we utilised the generator throughout the Concrete & Gold album campaign:
• One day before the release of the first single, ‘Run’, a teaser was ingested on Spotify as a dummy track and was inserted to the top of all user’s mixtapes to create organic chatter and excitement.
• As new tracks were releasing they were being added to all user playlists.
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