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Spotify NYE Jam Mailer
A Four-Part Holiday Mailer Designed To Make Spotify Jam The Soundtrack Of NYE.
ROLE
Producer
DATE
December 2024
LOCATION
N/A
SERVICES
Team Oversight •• Client Management •• Project Management •• Budget Management •• Vendor Management
To drive awareness and engagement around Spotify’s Jam feature ahead of New Year’s Eve, a curated mailer was sent to a select group of influencers and press. The goal: position Jam as the go-to way to soundtrack NYE gatherings — allowing friends to create and contribute to collaborative playlists from their own devices in real time, no matter where the party was.
The four-part box was designed around the themes of Celebrate, Play, Connect, and Share. Each item supported a key aspect of the night: a bottle of Ghia for the toast, custom Jenga with music prompts to gamify playlist creation, an Uber gift card to help guests stay connected, and fortune cookies with music-themed messages to encourage social sharing.
The mailer seamlessly blended celebration and functionality, prompting users to explore Jam’s collaborative capabilities while soundtracking their NYE celebrations and saw 9M+ total impressions.
