Spotify Partnership

When Capital One announced it was partnering with Spotify, our content marketing team knew we had to make the launch memorable.  We set out to let our customers know through our corporate website, in targeted deals through the mobile app, and even by engaging industry publications like TechCrunch and NerdWallet.

But we also wondered…how might we make our 50,000 international associates brand ambassadors themselves? That idea was music to our ears. 

To make this possible, I implemented a hybrid, yet integrated strategy:

• Led the content and graphics alignment for ads used in customer emails, Capital One’s website, and even physical banners for our 23+ international sites.
• Surveyed 10,000+ associates to set up a series of Capital One playlists, made of our own companies favorite songs
• Orchestrated an “associate activation event” on the day of launch, which included an internal press release, tabling and merchandising across each location, and even a concert!

Result: 

Capital One’s news was a hit! The external leg of our work resulted in national attention from FinTech publications and television, and a successful partnership for over 18 months. And internally, associates felt the launch’s energy, with over 9,000 taking to Twitter and Facebook to share the news via our company’s social associates program.