National Park Service X Spotify Ad Campaign

Client

National Park Service

Location

James Madison University

Role

Creator, Co-Art Director, Copywriter

Date

2022

Type

Campaign

Medium

Digital Interactive

The Task

In a collaborative group for my Elements of Creative Advertising class, we created a mock interactive social media campaign for one of the parks in the National Park Service's collection. For this project, we chose Yellowstone National Park as our client and had the park partner with Spotify for an interactive campaign. We chose Spotify as our partner because we wanted to reflect on the music baby boomers ages 58-67 (our target audience), listened to while on road trips in the 1970s. Most boomers were in their twenties at the time and we wanted to tie together the music from this era to the nostalgia of road trips.

Campaign Incentives

Our campaign needed an incentive for our audience, so we chose two prizes. The first prize was promoted on Instagram and Twitter and asked users to first comment their top 3 favorite 70s songs, then follow National Park Service and Spotify, and finally use the campaign hashtag #YSRAODTRIP3. The songs that users commented would then be put into a public Spotify playlist called "The Ultimate Road Trip." Then there would be one winner picked on each of the platforms to win a free 1-year subscription to Spotify. On Pinterest and Facebook, users were asked to post throwback pictures, then follow and tag National Park Services as well as Spotify. Users on these platforms could win a weekend stay at Yellowstone and if their picture won the contest, it could be on the cover of the Spotify "The Ultimate Road Trip" playlist.

The Big Idea

Encourage our audience to reminisce on the adventures they once had and create new memories by visiting these parks again.

The Objective

To increase the number of baby boomers visiting Yellowstone National Park by having them interact with the park online in someway which will encourage them to visit.