The XXXX Spotify Kombi made its racetrack debut at the 150th Anniversary of the Ipswich Cup this June, to a crowd of more than 25,000 punters.
The co-branded mobile entertainment van, powered by crowdDJ®, instantly created an authentic ‘music festival’ feel that, for XXXX and Spotify, effectively;
► Motivated highly-personal and memorable brand interactions, whereby punters were able to request music meaningful to them. This in turn;
► Drove heightened brand awareness amongst a core consumer group
► Inspired ongoing brand advocacy and product demand
“The song requests just kept coming…there was such a large dance force at the end of the night that we ended up playing an hour past close time,” - Event Organiser
The XXXX Spotify Kombi created an interactive focal point at the Ipswich Cup, staging a DJ-hosted and crowd-generated live-event. Punters were encouraged to select the songs they wanted to hear via crowdDJ®; a modern-day jukebox from Nightlife Music accessible via a discovery kiosk (located on the side of the van) or personal mobile device.
Quickly proving it’s high-value as a foreground entertainment provider, crowdDJ® was successfully leveraged by the DJ throughout the entire event to sustain high energy and crowd engagement.
The integration of Spotify with crowdDJ® allowed punters to request their favourite music; sending the DJ selections from their own, Spotify playlists. By playing music that was meaningful to the crowd, the DJ was able to shape a genuine and very personal event experience. Race-goers eagerly waited for their song to be played, ensuring heightened emotional engagement and the creation of positive brand associations.
"The happy, extreme and jubilant reactions people had when they heard ‘their song’ was a beautiful thing to watch,”- XXXX Promotional Staff