Spotify partners up with Afterpay for newly launched ‘Gift Generator’ partnership campaign
Spotify has announced the launch of its biggest-ever Afterpay partnership, featuring the innovative “Gift Generator” through Spotify’s “The Stage” format.
The partnership, which is now live for both Premium and Ad Supported Spotify users, taps into Spotify’s streaming intelligence to craft the ultimate holiday season gift list for users. Inspired by Spotify experiences like Daylist, the Gift Generator analyses listener behaviour – favourite artists, genres – and asks a series of questions to personalise the gift suggestions. It even factors in lifestyle preferences – are they a Beauty Guru, Trendsetter, Thrill Seeker, or Treasure Hunter?
In this Australian first, the gift generator experience will be enhanced by haptic technology, where users shake their phones to unlock their gift box, allowing them to proceed to purchase. Along with curated gift recommendations, users can personalise a Christmas playlist adjusted by their “Grinch Factor” – based on how festive they’re feeling.
Says Kevin Azzopardi, trade and partner marketing director, ANZ, Afterpay: “We are proud to collaborate with Spotify on the Gift Generator, a unique initiative that combines music personalisation with seamless shopping experiences. This partnership empowers consumers to discover and purchase perfect gifts, helping them avoid last-minute purchases that can often lead to overspending. By integrating Spotify’s streaming intelligence with Afterpay’s flexible payment options, we’re excited to enhance the joy of gift-giving while supporting responsible spending habits during the holiday season.”
Says Adrian Bingham, head of sales, Spotify: “We’re thrilled to partner with Afterpay on this innovative campaign, priming consumers and driving action during the holiday season. The Gift Generator taps into what Spotify does best – using music to create deeply personalised experiences. Paired with the convenience of Afterpay, it’s a fun, interactive way to celebrate the spirit of giving, and we can’t wait to see how our users engage with it.”
This exciting campaign includes 10 participating merchants, featuring top brands including The Good Guys, Webjet, Sephora, Red Balloon, Petbarn, JD Sports, eBay, City Perfume, Bed Bath N’ Table and Bunnings. With music at the core of the experience, the campaign will be supported by a comprehensive media plan, including OOH, social channels, and influencer content.
To activate ‘Gift Generator’ on the Spotify mobile app, CLICK HERE.
Afterpay Team
Kevin Azzopardi (Director, Trade & Partner Marketing)
Emily Marshall (Senior Partner Marketing Manager)
Madeline Youngman (Partner Marketing Manager)
Moola Sisaudia (Marketing Strategy, Media & Innovation Lead)
Lauren Benson (PR & Comms Manager ANZ)
Media Agency: Kaimera
Zoe Amos (Client Director)
Anna Magliano (Chief Client Officer)
Spotify Team
Damian Bransby (Sr. Client Partner, Financial Services)
Lam La (Account Manager)
Smita Chakrabarti (Client Success Manager)
Production: Made in Katana
Kate Vickery (Production Lead)
Grace Janson (Account Manager)