Spotify and Afterpay unveil ‘Gift Generator’ ahead of holiday season
Spotify has unveiled the ‘Gift Generator’, an experience in partnership with Afterpay that allows users to craft the ultimate holiday season gift list.
Marketing its biggest-ever partnership with the buy now, pay later platform, Spotify’s Gift Generator, which is available for both premium and ad-supported users, was inspired by similar offerings including the Spotify Daylist.
It analyses listener behaviour including favourite artists and genres, factors in lifestyle preferences, and asks a series of questions to personalise the gift suggestions.
The campaign includes ten participating merchants, featuring leading brands including The Good Guys, Sephora, JD Sports, eBay, Red Balloon, Petbarn, City Perfume, Bed Bath N’ Table, and Bunnings.
“We are proud to collaborate with Spotify on the Gift Generator, a unique initiative that combines music personalisation with seamless shopping experiences,” said Kevin Azzopardi, trade and partner marketing director at Afterpay ANZ.
“This partnership empowers consumers to discover and purchase perfect gifts, helping them avoid last-minute purchases that can often lead to overspending. By integrating Spotify’s streaming intelligence with Afterpay’s flexible payment options, we’re excited to enhance the joy of gift-giving while supporting responsible spending habits during the holiday season.”
The Gift Generator will be enhanced by haptic technology, where users can shake their phones to unlock their gift box, allowing them to then head to purchasing.
Along with curated gift recommendations, users can personalise a Christmas playlist adjusted by their ‘Grinch Factor’.
Spotify’s head of sales for AUNZ, Adrian Bingham, added: “We’re thrilled to partner with Afterpay on this innovative campaign, priming consumers and driving action during the holiday season. The Gift Generator taps into what Spotify does best – using music to create deeply personalised experiences.
“Paired with the convenience of Afterpay, it’s a fun, interactive way to celebrate the spirit of giving, and we can’t wait to see how our users engage with it.”
The campaign will be supported by a comprehensive media plan including OOH, social, and influencer content.
Credits:
Afterpay Team
Kevin Azzopardi (Director, Trade & Partner Marketing)
Emily Marshall (Senior Partner Marketing Manager)
Madeline Youngman (Partner Marketing Manager)
Moola Sisaudia (Marketing Strategy, Media & Innovation Lead)
Lauren Benson (PR & Comms Manager ANZ)
Media Agency: Kaimera
Zoe Amos (Client Director)
Anna Magliano (Chief Client Officer)
Spotify Team
Damian Bransby (Sr. Client Partner, Financial Services)
Lam La (Account Manager)
Smita Chakrabarti (Client Success Manager)
Production: Made in Katana
Kate Vickery (Production Lead)
Grace Janson (Account Manager)
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Lauren McNamara is the associate editor at Mumbrella, covering the agency beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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