Cannes Lions

Alone with Me

SPOTIFY IN-HOUSE, New York / SPOTIFY / 2021

Awards:

1 Gold Cannes Lions
1 Silver Cannes Lions
1 Bronze Cannes Lions
3 Shortlisted Cannes Lions
Case Film
Presentation Image
Demo Film
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Overview

Entries

Credits

Overview

Background

We were tasked to promote The Weeknd’s latest record-breaking album, After Hours, during a global pandemic when The Weeknd could no longer tour. Because of this, we had to find an entirely new way to connect and engage with his fans.

Idea

Alone With Me: A one-on-one AI experience with The Weeknd.

The Weeknd’s latest record-shattering album, After Hours, was the biggest album of 2020. We were tasked to promote the album during the global pandemic when The Weeknd could no longer tour. Because of this, we had to find an entirely new way to connect and engage with his fans. Since fans couldn’t see The Weeknd perform, we brought The Weeknd to them. Using deep learning technology, each fan could have a personalized one-on-one with the biggest artist in the world. The Weeknd starts by personally thanking you for being a fan. He seems to know everything about you as he comments on your Spotify data – your name, your favourite song, even the year you started listening to his music. The experience turns into an intimate listening session of his After Hours album, allowing fans to interact with his

Strategy

We were tasked to promote The Weeknd’s latest record-breaking album, After Hours, during a global pandemic when The Weeknd could no longer tour. Because of this, we found an entirely new way to connect and engage with his fans using AI and deep learning technology.

Execution

This digital experience ran online and was shared by The Weeknd to his ~30 million Instagram followers and ~14 million Twitter followers. Over 600,000 fans visited the site in the first 48 hours.

The digital site experience launched August 18th, 2020, and is still up and running.

Outcome

The digital site experience is still up and running, and over 600,000 fans visited the site in the first 48 hours.

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