To promote the Nite Jogger, Adidas wanted to build a campaign that reflected the night like their shoes did.
The big idea
First things first, we needed a hook. We dug into our database and discovered Spotify users take on different personas at night based on their streaming habits. Armed with that insight, we had our a-ha moment: What if we honored these night crawlers in a one-of-a-kind experience, celebrating the late-night lifestyle and listening habits of people around the world?
Here’s where we had some fun. We created a custom digital experience with lush data visualisations, each visualisation unique to the user’s listening habits on Spotify. In the experience, people were introduced to how cities around the world soundtracked their nights: At the time, LA was all about rap, London pop, and Paris prefered dancing the night away.
Then things got personal. Logged in to Spotify, people were scored by their nighttime streaming activity, revealing sonic traits like the energy of their nighttime tunes and things like tempo and mood.
The experience peaked with a personalised look into listeners’ top tracks, artists, and—in the grand finale—a custom “Nite Score Playlist” unique to each individual, complete with Adidas branding and details on the Nite Jogger.
Welcome to the real Rhythm of the Night.
Playlists CreatedOver 150K nocturnal playlists created for nighttime runners.
UniquesThe custom Nite Jogger experience saw 9M+ uniques.