Spotify has announced a new collaboration with Afterpay to introduce a “Gift Generator,” designed to help users create personalized holiday gift lists using Spotify’s streaming data. This innovative tool is available to both premium and ad-supported Spotify subscribers.
The Gift Generator utilizes listener habits, such as favorite artists and musical genres, to tailor gift recommendations. It further personalizes suggestions by exploring users’ lifestyles, categorizing them as Beauty Gurus, Trendsetters, Thrill Seekers, or Treasure Hunters.
Enhancing user interaction, the gift generator employs haptic technology, allowing users to shake their phones to open a virtual gift box, which encourages purchases. In addition to gift ideas, users can customize a Christmas playlist based on their “Grinch Factor,” reflecting their level of holiday spirit.
Kevin Azzopardi, Trade and Partner Marketing Director for Afterpay in ANZ, expressed enthusiasm about the collaboration, stating, “We are proud to collaborate with Spotify on the Gift Generator, a unique initiative that combines music personalization with seamless shopping experiences. This partnership empowers consumers to discover and purchase perfect gifts, helping them avoid last-minute purchases that can often lead to overspending. By integrating Spotify’s streaming intelligence with Afterpay’s flexible payment options, we’re excited to enhance the joy of gift-giving while supporting responsible spending habits during the holiday season.”
Adrian Bingham, Spotify’s Head of Sales for AUNZ, shared his excitement for the campaign, noting, “We’re thrilled to partner with Afterpay on this innovative campaign, priming consumers and driving action during the holiday season. The Gift Generator taps into what Spotify does best – using music to create deeply personalized experiences. Paired with the convenience of Afterpay, it’s a fun, interactive way to celebrate the spirit of giving, and we can’t wait to see how our users engage with it.”
The initiative features ten participating merchants, including The Good Guys, Webjet, Sephora, Red Balloon, Petbarn, JD Sports, eBay, City Perfume, Bed Bath N’ Table, and Bunnings. To promote the campaign, a comprehensive media strategy will encompass out-of-home advertising, social media, and influencer partnerships.
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