HEINEKEN PLAYLIST REFRESHER

Agency

Leo Burnett Kuala Lumpur

Client

HEINEKEN MARKETING MALAYSIA SDN BHD

Product/Service

Heineken

Brief

On Spotify, the all-powerful algorithm is constantly recommending songs based on listening habits hence we only listen to the same songs again and again. This traps listeners in their own little music bubbles with no way out.

At least until Heineken hacked the Spotify algorithm by introducing the Heineken Playlist Refresher. A web app that bursts music bubbles by bringing people together. Users are required to login with Spotify to receive a link to share with a friend, colleague, or total stranger.

When the other person logs in, a new playlist is unlocked with songs each of them listens to but the other doesn’t. And what’s more: new genres and artists completely outside both of their music bubbles. The more users listen to this playlist, the more their own individual Spotify algorithms expand to include these new types of music.