Sounds of the Streets
Engaging consumers with real-time playlists by neighborhood
MillerCoors wanted to build an association with a key passion point—music—by using location-based targeting to forge a deeper connection with consumers.
As part of the launch of Intersection’s innovative LinkNYC platform, MillerCoors partnered with Shazam for the “Sounds of the Streets” campaign, which curated real-time playlists by neighborhood, while encouraging passersby to stop by a nearby venue to grab a MillerCoors drink.
Using opt-in data received by Shazam and bluetooth beacons within the Links, the playlists aggregated the top songs within a certain radius of each Link in real-time. The dynamic creative displayed the neighborhoods’ playlist, while Shazam users could listen to it on their phone.
Silver Winner, Innovation
Shazam & Coors Light - LinkNYC