How Spotify brought 'Wrapped' to life with fan stories in an immersive real-world experience

Turning a digital campaign into a real-world experience

Spotify Wrapped is more than a marketing campaign—it’s a cultural event that millions of users engage with every year. While Wrapped dominates social media, Spotify wanted to extend the experience beyond digital platforms and into the real world, creating an activation that felt as personal and immersive as the content itself.

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By partnering with Amondo, Spotify transformed Wrapped into a large-scale, interactive showcase at Outernet London. This activation brought fan stories to life on high-impact digital displays, turning personal listening moments into a shared cultural experience.

Capturing and curating fan content at scale

Spotify Wrapped generates an overwhelming volume of user-generated content each year. While this organic engagement is invaluable, ensuring high-quality, brand-safe content in a curated and visually engaging format required the right technology.

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Amondo’s platform enabled Spotify to collect and filter fan submissions in real time, using AI-powered automation alongside expert human curation. This allowed Spotify to showcase the most compelling Wrapped stories while maintaining creative consistency and brand integrity.

Turning fan stories into immersive visual displays

The success of Spotify Wrapped lies in personalisation—every story is unique. Amondo helped translate this individuality into striking digital visuals, optimised for Outernet’s vast screens. The platform transformed user posts into dynamic, high-impact displays that felt seamlessly integrated with the Wrapped campaign’s bold aesthetic.

Real-time moderation tools gave Spotify full control over featured content, ensuring a polished and engaging experience. Fans who visited Outernet saw their own Wrapped stories projected on giant screens, deepening their emotional connection to both the campaign and the brand.

Amplifying engagement and brand impact

Bringing Spotify Wrapped into the physical world created a new level of fan engagement, turning individual listening habits into a large-scale celebration. Seeing their personal Wrapped moments featured in a high-profile public space encouraged more users to participate and share their experiences, further amplifying the campaign’s reach.

• Millions of impressions as Wrapped content took over Outernet’s immersive screens
• High fan engagement, with users celebrating their featured stories
• Stronger brand connection, reinforcing Spotify’s role in fans’ personal music journeys
• A new dimension for Wrapped, extending its impact beyond digital channels

What this means for future activations

Spotify Wrapped’s Outernet activation demonstrated the power of blending user-generated content with immersive digital experiences. By using Amondo’s platform, Spotify turned a personal digital moment into a large-scale public spectacle, driving deeper engagement and reinforcing Wrapped as a defining cultural event.

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Want to bring fan content to life in real-world activations? Book a demo with Amondo today.

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