When Spotify announced they would be launching branded channels, it was no surprise that among the first to participate is McDonald’s. To help McDonald’s harness the power of social music, Spotify and their agency Music Dealers retained us to conduct a Sonic Branding Workshop and develop the guidelines and strategy for the program.
In late 2013, we met with Spotify, McDonald’s and several agencies (Tribal DDB, Music Dealers, OMD) for a day-long immersion into how music can activate an engaging relationship with customers. We reviewed brand identity keywords, customer archetypes and targets and delivered a formula for crafting a compelling and brand-appropriate Spotify playlist.
Our 20 song playlist and Audio Identity provided the guidance that McDonald’s needed to get their channel going and keep it up to date. Our original prototype playlist (based off a mix of 5 McDonald’s-specific categories) is posted below and the live McDonalds page can be accessed on Spotify by clicking here.