Intelligent Creative: Spotify hits the right note with Notebook LM

Spotify's Wrapped has become a major cultural moment for the brand as they bring your year in music to life in a social-first way.

Many people have a love-hate relationship with it. While the personal insights are fascinating, the flood of social shares can become polarizing—no one really needs to see Aunt Ruth from Texas bragging about her Taylor Swift listening stats. However, this year Spotify caught our attention. They elevated Wrapped through an innovative partnership with Google's NotebookLM. This AI tool stands out as Google's finest offering in its class, especially notable given how the company had been resting on its search monopoly until ChatGPT's arrival two years ago shook things up.

What makes this partnership special? Spotify leverages NotebookLM to create personalized podcasts about your listening habits, seamlessly integrating with their existing podcast success. This clever fusion of music data and podcast format demonstrates perfect harmony between medium and message. This is a great execution where the medium really is the message and the partnership enhances the Wrapped platform in unique way that was previously impossible.

If you haven’t already, check out your podcast here and be sure to tune in next week as we show other creative uses of AI in marketing campaigns that enhance the idea and campaign.