Budweiser Brazil Introduces ‘UninterruptAds’ Spotify Playlist Campaign

Why develop new Spotify promos when your brand is already connected to music? Budweiser Brazil officially integrates targeted ads – or songs with lyrics listed by name – into playlists.

Budweiser Brazil reached out about the new and “completely innovative” project created by the Africa Creative Agency. According to brand AB InBev, the campaign, called UninterruptAds, identified lyric mentions of “Budweiser” in more than 500 songs available through Spotify.

These works include, but are certainly not limited to, “My Luv” by Kafé. However, ads based on the relevant songs were not randomly added, but carefully included in Spotify playlists by genre, Budweiser Brazil said.

As a result, ad-supported users who enjoy these playlists can now listen without encountering commercials unrelated to the experience, the brand said. While it’s unclear exactly how many playlists are equipped with the songs that double as advertisements, it’s worth noting that the lion’s share of Brazil’s fast-growing music industry revenue comes from streaming.

Furthermore, regarding the decision to lead promotion in the South American country, Spotify has been experiencing user growth outside North America and Europe for some time.

Latin America accounted for 22% of the platform’s 615 million monthly active users in the first quarter of 2024, and according to reports and its recent earnings analysis, AB InBev has a large and growing presence in Brazil, with a population of 215 million.

“With this strategy,” summarizes Daniel Wakswaser, Chief Marketing Officer of Ambev, “Budweiser is showing that it is not only supportive, but also part of music. The brand authentically joins the music scene and fosters a deeper connection with fans and artists.”

Meanwhile, Spotify account director and beverage customer partner Thais Altschuller noted the decidedly unique nature of the marketing venture.

“This project used the audio format as a form of content,” says Altschuller, “completely innovative in this segment. In addition, we segment the campaign for specific target groups and rhythms, making the ad super organic for users.”

Especially as Spotify develops AI-powered playlists, it’s worth keeping a close eye on its advertising approach going forward – even if the vast majority of other brands won’t be able to exactly match the campaign for obvious reasons. replicate.

More broadly, the unprecedented capabilities of AI and Spotify’s growing focus on monetization could see similar playlist monetization methods become increasingly popular. Within that broad framework, tailored promotions could seek to optimize the listening experiences around UGC, venues and/or events themselves over the long term.