Reactive Campaign

In January 2024, Madonna was hours late to a scheduled concert, leaving fans waiting and sparking backlash online.

When delays become expected, waiting becomes part of the concert experience, and fans end up turning to their phones to pass time.

Insight

Idea

Spotify shows up in that moment, turning the wait time into part of the concert fun.

When fans are waiting for the concert to start they can join in on some interactive games run by Spotify in the stadium. Games would include:

• Guess that Madonna song

• Madonna Trivia

• Madonna Karaoke/Sing along

Interactive games

Spotify users are able to use their phones to compete in the games and keep track of their store.