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Idea for Spotify · Loyalty

Wrapped: The Final

Turn the listeners who already live inside their Wrapped stats into the stars of a live show.

A hypothetical idea, not a real campaign. Spotify isn't involved. It shows how a mechanic from this week's reporting could work for a well-known brand.

Inspired by: KFC's superfan game show (Adweek)

01The idea

Wrapped already gives people a reason to show off how much they love an artist, but it's a one-day moment. Wrapped: The Final stretches it into a competition. Fans of one artist opt in with their listening history, the most devoted qualify for a quiz-style final, and the artist hosts it live. Fans get status in front of the person they care about most, and Spotify gets a reason for the whole fandom to tune in, share and keep listening.

02How it works

  1. 1Pick one artist with a famously loyal fanbase and a new release coming up, so the show doubles as a launch moment.
  2. 2Open opt-in for two weeks: fans connect their account and agree to share their listening stats for the competition.
  3. 3Shortlist the top listeners, then run online qualifying rounds (lyric quizzes, deep-cut trivia) to find eight finalists.
  4. 4Film the final with the artist as host, stream it live, and cut it into short clips for the fandom to share.
  5. 5Give every entrant something: a personalised badge, early access to the new release or a fan-only playlist.

Channels: Live stream, In-app, TikTok, Instagram, Artist's own channels, PR

Audience: Superfans of one artist, mostly 18 to 30, who share their listening stats every year

Targets are set from the brand's own baseline data, so there are no made-up numbers here. Treat it as a starting point for your own plan.

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