In its eighth year as a date on the cultural calendar for music fans worldwide, 2022 Wrapped put on its biggest show ever—giving listeners ways to visualize, discuss, and share their annual Spotify recap like never before. Available in 111+ markets, the in-app experience culminated into a worldwide celebration of unique listeners and self expression. In addition to the in-app personalized experience we also set out to celebrate all the biggest acts, the biggest fans, and all the ways we listened in 2022, on the global stage. And in this year of emergence and self expression, we also wanted to make sure listeners are given a chance to show off their fandom and knowledge. We wanted to get them engaged and involved, not just with the in-app experience but with the entire 360 Wrapped campaign.

Taking inspiration from the world of trivia and puzzles, we made sure each execution was an opportunity for fans to show off their knowledge and participate in the campaign. Whether it was filling in the blanks for song lyrics to the biggest songs of the year, guessing the top songs of 2022, word puzzles, mazes, and actual IRL games inspired by carnival games. At every media touchpoint we took advantage of the placement and made it interactive. We put digital interactive billboards in the middle of New York, created pop-up Bad Bunny themed experiences in Mexico City. Turned social media into game shows where we invited artists to host the quizz, just to mention a few. We even took the play to the Metaverse where we made 2022 Wrapped inspired games for players on Roblox.

We created a digital experience that provided each of our 350+ million users with a personalized recap of their year, celebrating them for who they are—quirks and all. By making every story shareable from within the experience itself, Wrapped encouraged our community of fans and artists to connect directly, sparking a vibrant outpouring of personal reflections and insights that users were excited to share, dominating the cultural conversation for days. And to promote the experience we made sure each touchpoint of the campaign was interactive and shareable. Leaning into the desire from our audience of of self expression and play.

Taking inspiration from the world of trivia and puzzles, we made sure each execution was an opportunity for fans to show off their knowledge and participate in the campaign. Whether it was filling in the blanks for song lyrics to top songs, guessing the top songs of 2022, word puzzles, and actual IRL carnival games. At every campaign touchpoint we took advantage of the placement and made it interactive. We put digital interactive billboards in the middle of New York, created pop-up Bad Bunny themed experiences in Mexico City. Turned social media and Twitch into game shows where we invited artists to host the quizz, just to mention a few. We even took the play to the Metaverse where we made 2022 Wrapped inspired games for players on Roblox. At every turn we wanted to make sure music-lovers everywhere could participate in the fun and celebrate this year’s biggest acts.

The response rate for the Wrapped experience was up +30% from the year before, with 156 Million engaged users and 66.5M shares. 1.66 Million shares were made by artists from the creator experience site, which was +37% YoY growth. We saw a 55% lift in brand awareness globally, and social media activity grew 60% YoY, with over 10 Billion media impressions globally. The campaign also generated almost $1M in merch sales for artists, as we directed fans to their top artists' merch pages. While CRM performance grew with +300% YoY. In all, the engagement and business metrics we set out to achieve for 2022 Wrapped, we far surpassed. And it even broke records—This year’s Wrapped was the 14th most watched event in human history.