Question 1.

Prior to implementing the 'Virtual Reality House Tour' campaign, Spotify needed to find a differentiated, impressive and creatively-inspiring way to showcase its advertised products. Many media buyers and brand marketers are Spotify Premium subscribers and do not regularly engage with the Spotify ad experience - common feedback revealed that buyers didn't understand how advertisements are shown and what the opportunities are for targeting. With the new Virtual Reality House Tour, the Brand Manager of Spotify wanted their customers to have a day to day life experience in their home environment. The Six [6] Criteria for IMC programs assists managers in determining the most effective and efficient advertising and communication program to implement.

1. According to Keller, the rapid expansion of the Internet and continued fragmentation of mass media have brought the need for personalised marketing into focus. Using this case study, how could Spotify make use of Event Marketingto achieve this? Justify your answer. (2 marks)