CH.1
Mixing Music & Movement.
INTRØDUCTION
Strava’s product and brand teams partnered with Spotify to execute one of the platform’s largest integrations to date: allowing athletes to control their Spotify music player directly from the Strava activity recording screen. This integration combined the world's fitness community with the world's most popular music platform.
THE MISSIøN
Execute a global, multi-channel marketing campaign and product walkthrough to drive mass awareness and adoption of the Spotify integration. The goal was to ensure athletes could easily understand and activate the new feature, securing the integration’s success as a key product differentiator for Strava.
IN-House Origins
This case study details the in-house creative design & art direction led by Brinson McGowan, Creative Director of The Identity Crisis, during his tenure on the Brand & Product Team within Strava (2019–2023).
This foundational experience informs our studio’s approach today. The project involved Strava’s product and brand teams partnering with Spotify to execute one of the platform’s largest integrations to date...
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— CHAPTER ONE —
marketing
Marketing the Product
1. Social Media Announcements
Our partnered announcement on Instagram with Spotify was one of the most highly engaged posts of the year. Obviously people were pretty excited about the partnership.
2. International Marketing Comms
As one of our biggest partnership launches to date, it was important we got the word out to athletes everywhere that Spotify was in the product and ready to use!
The campaign spanned both physical ad space in large cities with in our key markets, as well as in product messaging and email communications.
3. The Product Walkthrough
To get people using the integration as quickly as possible, we made a simple walkthrough demo to help athletes navigate the setup and get their playlists pumping asap.
4. The Spotify Workout Playlist Takeover
As the cherry on top, the Strava team got to take over the super popular 5 Million follower “Workout” playlist on Spotify and make our very own curated playlist for athletes to listen to when they connected Strava to Spotify.
The Strava Marketing Team
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The Spotify Marketing Team
Art Director | Design | Animation – Brinson McGowan
Product Director (In House Strava) – Nima Beltijeh
Product Project Manager (In House Strava) – Matt Sproson
Creative Project Management (In House Strava) – Jana Hlavova
Social Media Management (In House Strava) – Maya Holley-Peretz & Sam Welch
Copy Writing (In House Strava) – Eddie Carillo
Marketing Lead (In House Strava) – Amber Santos