Last night’s IPL final between the Mumbai Indians and Chennai Super Kings was a true blockbuster. It took the audience through an emotional rollercoaster, right from the first ball to the last. In an unprecedented way, the entire match was covered real time by Spotify with their campaign #HarBallPePlaylist.
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Spotify seized the mega event by playing the role of a live commentator with a twist — sharing a playlist for each delivery bowled. Their Twitter feed moved as fast as the overs did; in case you’re wondering, that’s 240 deliveries = 240 moments = 240 playlists! #HarBallPePlaylist as a campaign hit the sweet spot for fans of music and cricket who were engaging on the second screen.
The first hint of the campaign came from a tweet that created a lot of buzz.
Then the playlists came, and they came fast. The dropped catches, the unexpected wickets, the soaring sixes…there was a playlist for them all. Spotify’s Twitter page was the place to capture what the fans went through with each ball.
New York Times Spotify
The fatigue of the dot balls, the steady faith on the singles, the awe of sixes and the lost balls…#HarBallPePlaylist didn’t miss a single delivery. And of course, fans were excited for the music recommendations coming their way.
Indeed, the ICC Cricket World Cup is up next.
To help you with the math, Spotify has 3 billion playlists that cover every mood, emotion and situation possible. By storming into the IPL coverage with its ingenious real-time marketing, Spotify effectively demonstrated their campaign - ‘There’s a playlist for that’. And with the World Cup just around the corner, it makes you wonder what else the music streaming and discovery platform has in mind for Indian cricket fans.
This article was produced by the Scroll marketing team on behalf of Spotify and not by the Scroll editorial team.
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