Sweden’s largest mobile phone provider, Telia, joined forces with Swedish music service Spotify, giving all new subscribers free music in the mobile phone. Telia’s coverage and Spotifys music-archive gave the subscribers access to every track, everywhere.

To manifest this, we created a service that allowed you to put a digital song to a physical place. Listen to the soundtracks online, or on location in your mobile phone. 73 000 visitors put 12 000 songs to places throughout Sweden, every soundtrack was posted as a check-in on Facebook, and Telia’s word of mouth index in social spheres increased with 166%.

We created a web and mobile application that allowed people to link digital songs to physical places. A campaign website gathered the soundtracks, and all soundtracks were posted on Facebook as check-ins. For instance: John checked in at The State Library with "Enjoy the silence".Being Sweden’s largest telecom brand, and by creating this location based musical mash-up, we could own the idea of filling the whole country of Sweden with music. And we used the two things Telia provide; the mobile phone network and Spotify’s music-archive, showing that you get access to every track, everywhere.

73,000 unique visitors put 12,000 songs in different places throughout Sweden, and shared their soundtracks as check-ins on Facebook as well as other social spheres. Observation and recall was 10% above average campaigns and Telia’s Word of Mouth Index in social spheres increased 166% when we launched the campaign. The campaign surpassed sales goals with 130%.