People are more likely to play Truth or Dare when invited to choose between Truth or Dare, as opposed to just being asked to play the game.

So we decided to play with the medium to surprise our audience with the moment of choice.

How?

We took standard Spotify ad units and we made them interactive.

We targeted people listening on headphones, challenging them to play by singling out the left and right audio channels. To choose Truth they had to remove their right ear bud, for Dare they had to remove the left one.

Those brave enough to share uploaded proof using the hashtag #5TruthorDare.

8 radio spots were recorded, which included 16 unique Truth or Dare challenges crafted to surprise people wearing headphones. We made sure the challenges played with the surroundings of our audience, and that they mentioned topics our audience was more likely to share on social media.

We ran the Truth or Dare Stereo Challenges nationally on Spotify, targeting younger audiences.

These challenges excited people so much we saw a 28% increase in social media interactions (compared to last year). The Stereo Challenge helped to make 2015 the most successful Truth or Dare to date, generating more social conversation for the brand than ever before.

5 gum caught people's attention, generating an engagement rate 115% better than Spotify’s internal benchmarks.

The Truth or Dare Stereo Challenge proved to be much more effective than a traditional Spotify ad, with the cost of a traditional Spotify ad.