We were asked to help the BBC create a lot of noise around the 55th anniversary of Dr Who. It needed to be inventive to help draw in a new audience because, at the same time, the show was gearing up to relaunch with its first ever female protagonist. How could we create an engaging, unique experience that celebrated nostalgia but still pointed ahead to the future?
We built an online musical TARDIS, powered by Spotify data, to take users on a personal memory-fuelled trip back through time. This was a completely new way to get fans to engage with their favourite TV show using a fresh combination of Spotify data and musical content.
Users simply selected a year on the Dr Who timeline to travel to and could then listen to a playlist of curated hits from that era. Once the user had (re)discovered all the hits on this playlist, they could then return to the landing page TARDIS to travel to another year and listen to another playlist. This kind of experience really resonates with the Spotify audience as it combines discovery with personalisation and nostalgia. We also drew in video content from the forthcoming series to build even more anticipation for the show’s relaunch.
This campaign had an exceptionally high user conversion rate and dwell time. Not only did Dr Who fans enjoy generating a playlist based on a year significant to them, but they also did it again and again.