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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