Spotify launched a new feature to allow users to enjoy an even better music experience, with real-time lyrics displayed on the app.

But there was a problem – listeners are so immersed in audio when using Spotify, that it’s hard to get them to notice or use the new lyrics function on-screen.

Our goal was to create a campaign to drive awareness for the feature and show how Spotify Lyrics can elevate their music enjoyment.

So we got right into the heart of culture by turning what could have been a stereotypical announcement of a new Lyrics feature on Spotify into an influencer-led campaign that achieved unprecedented results.

We pranked musicians into singing their own songs wrong – which was highly entertaining for fans – leveraging the musicians’ reach and fandoms to spark user-generated content, which resulted in our target audience creating awareness on behalf of the brand in an entertaining way.