Coopers Brewery teams with Spotify to create the Great Australian Music Playlist in new campaign via Oxygen Interactive Marketing, Melbourne
Australian owned Coopers Brewery has a long and proud history of supporting our grassroots music scene and this summer they’re joining forces with the world’s largest and most successful music streaming service, Spotify, to give a voice to Australian fans and celebrate the best of original Australian music.
With a campaign developed by Oxygen Interactive Marketing, Coopers Pale Ale drinkers can vote for their favourite Australian song via a dedicated mobile-friendly website that has full access to Spotify’s 20 million plus catalogue via their API.
Consumers can follow the playlist through Spotify, which will be updated in real time and displayed on the website – and also on Coopers’ Facebook page.
Says Coopers and Premium Beverages national marketing director, Cam Pearce: “We’re the original Australian Pale Ale – and we love original Australian music, so it’s a perfect fit. Also, most Aussie bands began in pubs!”
The activity also includes a consumer promotion that rewards Coopers Original Pale Ale drinkers with the chance to instantly win one of 1,000 Spotify Premium memberships. Spotify Premium allows users to take their music everywhere, on all their devices, and also allows users to sync playlists offline so they can listen to all their tunes without an internet connection.
Says Oxygen interactive marketing strategy director Iain Crittenden, who has led the campaign: “It’s exciting to be working on such an iconic Australian brand. The team at Coopers is so passionate about their beer, and their music. We’ve worked together to create a genuine message that talks directly to their loyal drinkers. And, of course, supports our local artists.”
Adds Spotify’s Henrik Isaksson: “We are always excited to work with like-minded, creative brands, who love music, especially those that support our local music industry. Coopers has a long and proud history of supporting Australia’s grassroots music scene and we encourage everyone to get involved.”
The campaign spans online, mobile and on premise promotion and launches today (Friday 18th October), rolling out in local pubs Australia wide.
Client: Coopers Brewery
National Marketing Director: Cam Pearce
National Marketing Development Manager: Claire Filsell
Trade Marketing Coordinator: Joel Shean
Brand Marketing Coordinator: Melanie Mansfield
Digital Marketing Coordinator: Marc Huber
Creative Agency: Oxygen Interactive Marketing
Strategy Director: Iain Crittenden
Head of Digital: Ash Pegram
Writers: Sassy Havyatt, Natasha Wood
Art Director: Janet Glass
Developers: Suvi Thammasarn, Simon Dib
Account Team: Linda Simoni, Mike West