Brief: What can Spotify do different this Christmas?

Insight: Christmas is all about gathering and sharing experiences together.

For one week, Spotify goes LIVE across every major digital channel (YouTube, Twitch, Instagram, TikTok and more) where artists perform, interact and host real-time sessions. During each livestream, a mini-game goes live on Spotify that lets users compete for concert tickets.

All of it then builds up to a final Christmas Eve ‘IRL’ concert. Spotify doesn’t ask people to come to the app, it shows up where people already are, turning Christmas into a shared, global live experience.