May 15th 2012. Kopparberg, the premium cider from Sweden, will tomorrow launch a unique music app; the Kopparberg Festival Player. Employing the expert talents of Spotify and Last.fm, this is the first time these two music services have worked together on a brand-led project.The partnership combines intuitive data from Last.fm, the global music discovery service, and Spotify’s huge catalogue of over 18 million songs, to create a unique app exclusively for Kopparberg Cider.
This is the first playlist generator of its kind, focused completely on UK festivals and will only be accessible via the Kopparberg UK Facebook page here.
Through the innovative app, the user browses a selection of festival artists using a navigational slider which uses Last.fm’s huge banks of scrobbling data to classify the line-up from the more un-established acts to the festival headliners.
The user then selects three artists and the app processes these choices to generate a bespoke Spotify playlist.
The playlists will be permanently showcased on the Facebook app, so that new users immediately get a sense of what is trending.
Other features of the Kopparberg Festival Player include the ability to share playlists with friends and a competition to win tickets to the most sought-after festivals in the UK this Summer, including; Field Day, Secret Garden Party and Reading & Leeds.
Chris Wistow, Commercial Director at CBS Interactive Music Group, Last.fm, commented “We are really excited that Last.fm and Spotify have come together to create this fantastic app, it really highlights the synergy between the two services and the benefit this can have for music lovers.”
Adam Williams, UK Sales Director, at Spotify adds: “This campaign will help UK festival-goers to plan the bands they want to watch over the Summer, allow them to share their suggestions with friends and to re-live the experience through a Spotify playlist afterwards. We love to see campaigns like this that use our vast catalogue to capture the imagination of music fans.”
Leading integrated media planning and buying agency, Arena Media, devised, generated and shaped this inspired three-way partnership.
Kopparberg Head of Marketing, Rob Calder, comments “Kopparberg is proud to bring this innovative app to festival and music lovers – using Spotify’s fantastic content and Last.fm’s music discovery service means this is a totally unique app. The partnership elevates our continued support of new music and festivals allowing us to shine a spotlight on the talent of 2012 and give something back to our 110,000 Facebook fans.”
The announcement of this app coincides with the launch of Kopparberg’s multi-million pound, multiplatform advertising and marketing campaign entitled ‘ün- established since 1882’.
The ad will hit TV screens from Tuesday 14th May 2012 and will continue to be broadcast over the summer; as well as further cinema, digital and outdoor advertising channels.
About Kopparbergs Bryggeri
Formed in 1882 in the tiny town of Kopparberg, Sweden when local brewers joined forces to build a brewery, Kopparberg Bryggeri today remains an independently owned business, employing over 300 people from the town’s population of just 4,000. To put it quite simply, without the town there wouldn’t be a brewery, and without the brewery there wouldn’t be a town.
Kopparberg UK is a joint venture between Kopparberg Breweries Sweden, Irish drinks entrepreneur Barry Connolly and C.O.S Brands Managing Director; Davin Nugent. Officially a subsidiary of Kopparberg Breweries, Cider of Sweden Ltd was established in the UK in 2005 to market and distribute Kopparberg Cider. Now a range of 7 distinct variants (Pear, Naked Apple, Mixed Fruit, Strawberry & Lime, Elderflower & Lime and 2 Alcohol Free offerings), the brand has pioneered the development of the fruit cider category in the UK with total sales growing by 65% in 2011 v. 48% growth the year before.
First to market with a nationally distributed Pear Cider in 2006, the brand quickly followed in its success by launching its popular Mixed Fruit variant in 2007 which was again, the first of its type to be released in the UK. Today Kopparberg has become the largest fruit cider brand in the UK, where it sells over 40m litres per year. It is also the largest packaged cider brand in the UK bar trade and in total the UK now accounts for over 30% of the total brewery output making it the largest export market for the Kopparberg Brewery.
ün- established since 1882
This May, Kopparberg, the premium cider from Sweden, is set to launch a multi-million pound, multiplatform advertising and marketing campaign entitled ‘un-established since 1882’. Kopparberg is a brand that has always done things differently and through this innovative campaign, the brand is celebrating the people who share this approach to life. Kopparberg believes in following your passions rather than the herd and it’s the people who have the courage and creativity to do things differently and disregard the norms that make the world a more interesting place. These people are the un-established.
Spotify is an award-winning digital music service that gives you on-demand access to over 18 million tracks. Our dream is to make all the world’s music available instantly to everyone, wherever and whenever they want it. Spotify makes it easier than ever to discover, manage and share music with your friends, while making sure that artists get a fair deal. Spotify is available in 13 countries: USA, UK, Sweden, Finland, Norway, Denmark, France, Switzerland, Germany, Austria, Belgium, The Netherlands and Spain, with more than 10 million active users, and over 3 million paying subscribers.
Founded in 2002, Last.fm is CBS Corporation’s (NYSE: CBS.A and CBS) global music discovery service and is part of the CBS Interactive Music Group. Last.fm intelligently recommends users new music, personalised radio and concerts, connecting music lovers from around the globe. Last.fm’s unique ‘scrobbling’ technology lets users keep a record of what they listen to from over 600 music players. Last.fm harnesses 60 billion pieces of music taste information to recommend music to almost 40 million users across 12 languages in more than 200 countries.
About Arena Media
Arena Media is a fully integrated media planning and buying agency, the UK operation of the Arena Media Network, the fastest growing division of Havas. In the UK, they are a team of 145, with a senior management team who have worked together at the agency for over 10 years and continue to work day-to-day on their clients’ business, supporting both short and long term objectives.
About RKCR Y&R
RKCR/Y&R is a full service creative advertising agency. Clients include M&S, Virgin Atlantic, Lloyds TSB, BBC, Land Rover and Kopparberg across both national and global markets. RKCR/Y&R is the UK’s most awarded creative agency for effectiveness with wins across IPA, Marketing Week Effectiveness Awards and Marketing Society Awards covering both the private and public sectors. The 2010 Gunn Report ranked them the No.1 most creative UK agency and 5th worldwide. In 2010 RKCR/Y&R won its second BAFTA for its BBC Winter Olympics trail – and remains the only creative agency to have been awarded by BAFTA.