What if your taste in music - and the data from that - could help you narrow it down and decide on the perfect headphones for you?

TMA-2 Discovery - is an interactive music-driven experience, integrated as a special page on the AIAIAI website, to guide users to the right headphone configuration. It’s based on the data from Spotify’s Discover Weekly playlist – a weekly roundup of recommended songs chosen for you, tailored to your tastes and based on your listening habits. Each individual playlist is analysed to reveal detailed track data and characteristics. With TMA-2 Discovery customers have the opportunity to explore their weekly music list, to learn more about the genres, moods and the tempo of the selected songs; before being presented with a headphone configuration that matches the user’s individual music profile.

The technology behind the TMA-2 Discovery feature comes from the Spotify API combined with services from music technology company Moodagent. Through a combination of artificial intelligence and human musicology, each tracks emotional and musical aspect is precisely decoded. This information coupled with the sound profile information AIAIAI has on the individual headphone parts and combinations, leads to a specific headphone suggestion generated for the individual user.

The project led to a massive amount of earned exposure on a number of popular and influential media like Engadget, Wired, Digital trends, T3, PSFK, Trendhunter, Mixmag, XLR8R and High Snobiety a.o. An conservative measure shows that the organic PR reach was around 18.000.000.

This lead to the website seeing a great increase in visits to the site with around 140% more people, referral traffic up 416% from the week before, with over 33.000 trying the experience so far.

Not to mention that we've seen the creation of a tool that helps both the customers and the sale. Online sales, for instance, was up 15% on average in the months following - and continue to do so.