Advertiser: MICROSOFT
Agency: STARCOM MEDIAVEST GROUP
Category: Branded utility/tool (for digital)
Advertising campaign: MAKING MUSIC MORE SOCIAL WITH SOCIAL SEARCH
Associate Creative Director: Jen Nelson (Razorfish)
Us Account Director: Jon Hillman (Spotify)
Senior Director Of Global Media: Kristen Ward (Microsoft)
Account Director: Elisa Jessop (Razorfish)
Senior Designer: Garrett Milijevich (Razorfish)
Executive Art Director: Maria Vigar
Executive Creative Director: Rob Palmer (Razorfish)
SVP Group Client Director: Jonathan Anselmo (Starcom MediaVest Group)
Digital Associate: Richard Kelly (Starcom MediaVest Group)
Art Director: Alyson Taylor (Razorfish)
Senior Marketing Manager: Caitlin Grigg (Microsoft)
Chief Creative Technologist: Dave Jimison
Digital Director: Eden Gorcey (Starcom MediaVest Group)
Digital Associate Director: Emilee Stansell (Starcom MediaVest Group)
VP Connections Director: Jonathan Chin (Starcom MediaVest Group)
Digital Associate Director: Scott Haldeman (Starcom MediaVest Group)
Brief Explanation
We expressed why Bing’s new social search functionality was so revolutionary through social music. Bing invited people to create the first playlists automatically sourced from what their Facebook friends were listening to on Spotify. With a click, playlists generate from your friends’ top 40 artists. Each playlist is unique to each individual as the songs are automatically selected from only your friends’ music. These Bing branded, socially sourced playlists are easily shared with friends via social media and email and are publically accessible within Spotify. By adding this functionality, over 5x as many people created branded playlists than average.