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Library/Campaign/Spotify Wrapped 2023
Grade B21 sourcesHIS-00654

Spotify Wrapped 2023

Campaign · 2023 · Niche

36Editable slideCertificate

Spotify reported over 225 million users engaging with its year-end listening recap.

Spotify

@Spotify · Nov 29, 2023

2023 #SpotifyWrapped has entered the chat.

15.4K1.7K
Original · Spotify
Clip · fantano on YouTube

cary

@brokebackstan · Nov 29, 2023

spotify is trying to make a gay commune in berkeley, a lesbian commune in burlington, and a bisexual commune in cambridge

58K638
Post · @brokebackstan on X

Spotify

@Spotify · Nov 29, 2023

hey besties @CityofBerkeley @Burlington_VT @CambMA 💚

56029
Post · @Spotify on X
2023 #SpotifyWrapped has entered the chat.
@Spotify on X
Official 2023 Wrapped screens showing an artist’s peak listening month and a listening character.
Spotify
miley cyrus taylor swift
Variety
2023 Wrapped Is Here With Video Messages, Merch, and More Ways to Connect With Fans – Spotify for Artists
Spotify for Artists
In this photo illustration a Spotify logo seen displayed on
TIME
Looking at Your Spotify Wrappeds
fantano on YouTube
Spotify Wrapped Sound Town: All You Need To Know — Spotify
Spotify
Spotify’s Head of Global Marketing Experience Explains Why This Year’s Wrapped Is the Realest Yet — Spotify
Spotify
Spotify Wrapped Sound Towns | Know Your Meme
Know Your Meme
Something's up with Spotify Wrapped and Burlington, VT | TechCrunch
TechCrunch
The best Spotify Wrapped trendjacked memes on the Internet this year
Marketing-Interactive

Spread Score

How it works
Reach22Contagion35Breadth70Velocity44Longevity1336

Numbers

Peak date
Week of Nov 29, 2023
Nov 29 ’23 to Week of Nov 29, 2023
Platforms
8
Started on X
Origin
Mixed
Entertainment

Mechanics

  • Shareable outputPrimary
  • Identity badge
  • Response chain
  • Platform jump
  • Press loop

How it spread

Trace the origin

Spotify launched personalized Wrapped cards and Sound Town matches. Users made city memes, officials welcomed listeners, and brands copied the cards. Spotify later reported more than 225 million users engaging with Wrapped content in Q4.

Dates use the stated precision; chart positions are date anchors.

Google searchesNov ’23DecJan ’24FebAprJunAugOctDecPeakRetailXPressRedditAudioOpen webYouTubeInstagram
RetailXPressRedditAudioOpen webYouTubeInstagram

14 more events on this chart

Join free to see them

Timeline (17)

  1. November 2023

    Spotify precursor · Nov 2023

    Spotify hid Taylor Swift clues in billboards before revealing its global top artist.[1]

    Open the first post ↗

  2. Spotify seed · Nov 29 ’23

    Spotify posted its launch video as the personalized Wrapped experience went live.[2][3]

    2023 #SpotifyWrapped has entered the chat.

  3. Variety press · Nov 29 ’23

    Variety led with Taylor Swift replacing Bad Bunny as Spotify’s most-streamed artist.[4]

    miley cyrus taylor swift
Origin
Mixed
Sector
Entertainment
Region
Global
Reported figure
—
Evidence
Grade B

Spread the same way

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YouTube · 2015

46
A two-minute love story told through gum-wrapper drawings, set to Haley Reinhart’s Elvis cover.

1.3B impressions

First Look at Nintendo Switch

YouTube · 2016

46
Nintendo’s video introduced Switch through scenes of TV, handheld and multiplayer play.

Peaked at #1

Spotify Wrapped 2022

Audio · 2022

42
Official 2022 Wrapped Listening Personality share card.

76.7M impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

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Google searchesNov ’23DecJan ’24FebAprJunAugOctDecPeakRetailXPressRedditAudioOpen webYouTubeInstagram
RetailXPressRedditAudioOpen webYouTubeInstagram

14 more events on this chart

Join free to see them

  1. November 2023

    Spotify precursor · Nov 2023

    Spotify hid Taylor Swift clues in billboards before revealing its global top artist.[1]

    Open the first post ↗

  2. Spotify seed · Nov 29 ’23

    Spotify posted its launch video as the personalized Wrapped experience went live.[2][3]

    2023 #SpotifyWrapped has entered the chat.

  3. Variety press · Nov 29 ’23

    Variety led with Taylor Swift replacing Bad Bunny as Spotify’s most-streamed artist.[4]

    miley cyrus taylor swift

  1. platform jump · Nov 29 ’23

  2. platform jump · Nov 29 ’23

Join free to see the other 14 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

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Pro opens the playbook, all 9 sourced numbers and 21 sources. Start with a free account.

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