When they launched their new Extra Everything Hot Dogs, we were asked to make radio spots to highlight the news. But these weren’t your ordinary hot dogs, so we figured we shouldn’t do ordinary radio spots.

Instead, together with professional musicians, we interpreted the three hot dogs in three full songs in three extra everything-genres.

The songs were then released on Spotify – A soul version with extra wail, a trap remix with extra bass, and a death metal edition with extra growl.

They became the center of a campaign with radio spots on FM-radio and Spotify, and music videos on social media.

But what version you got to see or hear, depended on your taste of music. On Spotify and Social media, the dominate genres on your playlists decided what version you would see/hear, and on FM radio we adapted the spots to the genre the stations focused on.

Together with a production company and professional musicians, we produced three songs and released them as singles on Spotify.

The songs were named after the Sibylla hot dogs, and each one represented a genre that’s know for not holding back: BBQ Jalapeno/Death metal, Dallas & Red Onion/Trap and Relish & Cheese/Soul. All only using one word all through the songs verses: korv - the Swedish word for hot dog.

They single became the center of a campaign with music videos on Instagram and Facebook, and cut downs as radio spots on FM-radio and Spotify.

The music on your playlists controlled what spot you would hear, or which video you got exposed to, by playing the song that best matched your favorite music.

So, if you're a metal fan, you only heard/saw the BBQ Jalapeno spots. And if you prefer hiphop, you would get hear the Dallas & Red Onion Trap

Today, the three singles have more than 50.000 streams on Spotify.

Dallas & Red Onion (Trap Remix) climbed to the top 20 om Spotify's Viral 50 Sweden Chart, as one of the most streamed and shared songs in the country.

The videos on Instagram and Facebook got more than 2,7 million views.