spotify presents: skatedaze

challenge

how can spotify strengthen its brand relevance amongst black gen z in ATL?

opportunity
roller skating is embedded in atlanta’s culture and has been passed down through generations as a cherished tradition amongst black families. to drive a deeper brand connection with black gen z and gen alpha in atlanta through their love of roller skating, we partnered with a local roller rink for a night to remember.

approach

for this campaign, we worked alongside skate zone to create an experiential moment called, “Skate Daze” where we took over the rink for an evening dedicated to capturing the whimsical and carefree spirit of skating. for this moment, we leveraged interactive elements throughout the rink like projections, a custom photo booth, and a sweet treats station. at the end of the night we brought atlanta-born artist baby tate to perform for attendees.

to extend the moment post-event, we leveraged our owned social channels for pre and post-event content, partnered with a hyper-local digital partner, atlantahoodhistorian, to produce content around the history of atlanta skating styles, and had skate zone take over our roller rink playlist, driving attendees back to platform through qr codes placed throughout the rink.