Still think we’re scared of brands having our data?

Based on the below screenshot of all Twitter activity surrounding #spotifywrapped, it sure as shit doesn’t look like it.

To celebrate the year-end, Spotify amassed all of our individual data into a customized experience on their microsite – Wrapped. And you could not only see everything you’ve listened to and how your musical tastes have grown, but you could share / compare with friends and get customized playlists based on your data.

This type of data usage by Spotify helps create a personalized, 1:1 experience. Consumers feel like the company not only gets them, but cares about them.

Moral of the story as a brand: Ask for data, leverage data and turn it around to provide value and entertainment.

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God I love Lyft.

What a fuckin’ year for Lyft, right?

I mean Uber shat the bed on so many levels – poor guys have had it rough. And Lyft, like Aaron Rodgers-style, was just waiting in the wings to pounce.

I switched over full-time to Lyft a few months ago after all of the Uber London miscues, which just felt like the last straw to make me thing ‘Uber is a mess’. Plus the drivers don’t like it.

So I’ve loved Lyft ever since, especially Lyft Line. Awesome branding all-around, drivers seem happy and I thought the founders’ story on NPR’s How I Built This.

But this latest campaign I just saw pushes me over the edge. Lyft has managed to make it about the DRIVERS, thanking them and strengthening the community so drivers feel appreciated. It’s not about praising the consumers – it’s more familial (and thus special) than that.

And as a customer, that makes me want to love Lyft even more because if they take care of their drivers, I view them better as a company and assume the drivers will be happier and thus better towards me. Especially in light of Uber’s year.

Beautiful insights here about Lyft drivers doing this as a means to something else. The company is championing the drivers’ dreams outside the company – such humility. And the visual direction is totally spot on – such a quick read for consumers.

Even the OOH is beautiful and clean. And that’s not easy to do because, well, it’s OOH.

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Fuck, well done guys. See you in my next Lyft.