Channel 4 has unveiled a UK-exclusive campaign on Spotify in a bid to boost digital viewership and reach younger audiences.
Using the audio streaming service’s in-app intelligence, Channel 4 ‘Streamland’ will provide Spotify users with an interactive experience that will generate five personalised recommendations of hit shows a user might want to watch based on their listening habits.
Within the mobile-only Streamland experience, Spotify listeners will also be able to listen to audio voice notes from Nick Grimshaw, Miraa May and Mae Stephens, as well as access promotional content and personalised playlists based on their recommended shows.
Channel 4 will also benefit from Spotify’s call-to-action cards and podcast host-reads.
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“Channel 4 Streamland will help new audiences to discover more of Channel 4’s extensive streaming library of new and archive shows, connecting them with content they didn’t know they’d love through the music they already do,” Channel 4 marketing director Amber Kirby said. “Both Channel 4 and Spotify have a rich history of using innovation and technology to find exciting ways to do big things, so it’s fitting that we’ve collaborated to create a unique solution to content discovery exclusive to the UK.”
The collaboration – brokered and secured by the broadcaster’s media agency OMD UK – will be available to Spotify users for an initial period of six months.
Spotify head of northern Europe sales, Ed Couchman, added: “At Spotify, we’re focused on personalisation, discovery and interactivity, and this latest campaign shows what’s possible with streaming audio. Channel 4 Streamland leverages creativity, talent and our unique streaming intelligence to create a unique and engaging experience for listeners within Streamland where they can discover their next favourite TV show or film.”
