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.