Spotify just pulled off a hole-in-one—and no, it didn’t need a putter to do it.
To promote Netflix’s highly anticipated Happy Gilmore 2, the audio giant launched its first-ever in-app game: The Happy Gilmore 2 Tournament. And let’s be clear—this isn’t just a quirky little mini-game. It’s a blueprint for immersive, branded audio experiences that go way beyond traditional promo tactics.
Inside the Spotify app, users take on golf challenges straight from the world of Happy Gilmore. You start with a short-distance swing using (of course) a hockey stick, tilt your phone to aim, and hear original audio clips from the film as you progress. If you land the shot? You unlock even more:
This isn't product placement—it's platform play.
1. Spotify Is Selling the Platform, Not Just the Promo
Sure, Netflix benefits from the buzz. But let’s be real—this is Spotify’s flex. They're showing brands they can do way more than serve ads between tracks. They're building experiences that embed users deeper into a story.
2. They Didn’t Overcomplicate It
Three holes. One swing per hole. A little tilt action. Audio clips between strokes. That's it. No onboarding fatigue. Just lean-back fun and cultural familiarity.
3. Custom = Connection
Spotify leveraged what it does best: audio. But it layered in interaction, nostalgia, and shareability. It wasn’t about "more content"—it was about right content, in the right context, for the right audience.
4. Cross-Promo With a Personality
With voice reads from The Ringer’s Bill Simmons and social sharing built in, Spotify blurred the lines between content, creator, and campaign. It's promo with personality—something Gen Z and millennial audiences crave.
Experiences beat impressions.
Want your campaign to actually matter? Make it playable. Interactive content creates engagement loops and emotional buy-in, not just scroll-by exposure.
Platforms are canvases.
Spotify isn't just a streaming service—it’s a sandbox. Whether you're a startup or a streaming giant, think about how your platforms can become interactive brand spaces.
Use what your platform does best.
Spotify didn’t build a 3D immersive experience with VR headsets. They stuck to their roots: sound, music, simplicity—and they crushed it.
Reward curiosity.
Users got access to exclusive playlists, bonus content, and a clear next step. If you're going to gamify, give something back.
Final Take
This campaign isn’t just about Adam Sandler returning with a vengeance. It’s about how platforms like Spotify are building new, hybrid spaces where content, community, and conversion live in harmony.
Want a campaign breakdown like this—designed for your brand and tailored to your audience?
We offer a complimentary audit that reverse-engineers cultural trends into marketing strategy.
.svg){kind=icon}
