Spotify On Stage is Spotify's premier live concert series; curated to celebrate the discovery of music and culture with artistes and their fans. Just like in 2018, the 2019 edition was held again in Bangkok and Jakarta. It was an opportunity for Spotify Indonesia and Spotify Thailand to give thousands of music fans across Southeast Asia a live music experience they would never forget

Spotify wanted to look for ways to redefine the concert experience. They wanted to bring fans closer to the music, artistes, and moments they care about the most during the concerts, while boosting brand awareness, favorability, and share of voice online.

Spotify targeted Indonesian and Thai music fans. Besides being passionate about music, they love to interact within their fandoms online, especially on Twitter. This social network is connected by official hashtags, fan accounts, and more; ready to be mobilized to hype up and push their favorite artistes into the spotlight. They love the recognition from others and they crave to be noticed by their favorite artistes.

Armed with these insights, Spotify planned Twitter activities to enhance the experience at every stage of the social-driven concert journey, and tapped into conversations that fans wanted to engage with. Twitter digitally bridged the interaction and engagement gaps that exist. Spotify used it to give fans at the event a reason to engage; and those who were not there, an opportunity to join in on the conversation with an existing online social community.

Spotify zeroed in on Twitter for the full spectrum of tactical executions.

The first phase occurred pre-concert to generate hype around the upcoming event. This included using Conversational Cards to "guess the line-up", releasing the concert playlist, and shout-out videos by the line-ups. Spotify capitalized on this buzz by putting up a Q&A call with the artistes. With this, fans had an accessible platform to pose questions and connect with them.

On the concert day, a livestream showcased the answered Q&As which took place throughout the day. To boost real-time engagement, fans tweeted using the event hashtag to get featured on a live concert DOOH, allowing them to share their special moments with thousands of people at the concerts and many other music fans online.

To sustain post-concert activities, Spotify revealed a wrap-up reel, promoted the earlier artistes’ live Q&A session and featured the event highlights with curated user tweets.

Not only did the campaign garner 74.2 million impressions and 700K hashtag mentions, share of voice and brand favorability exceeded expectations too.

In Indonesia, there were 2.38x more tweets with the event hashtag throughout the campaign and 6.8x more tweets on the concert day itself, compared to 2018. It took 60% of the share of music conversations in Indonesia during concert day, an increase of 26% from last year. Favorability-wise, there was a 12.5% increase in positive sentiments for Spotify on Stage than in 2018.

In Thailand, there were 38x more tweets with the event hashtag throughout the campaign and 120x more tweets on the concert day itself, compared to 2018. It took 31% of the share of music conversations in Thailand during concert day, an increase of 27% from last year. Favorability-wise, there was a 22% increase in positive sentiments for Spotify on Stage than in 2018.