Spotify Wrapped (2016–present)

Spotify Wrapped, launched in 2016 and refined annually into a personalized year-in-music data story, has become the most anticipated annual social media event in marketing. In 2023, Wrapped generated 4+ billion social media impressions in its first week and was mentioned in 425 million+ social media posts. The campaign drives massive user acquisition (Spotify's app consistently tops download charts in December) and turned user data into a product — the model that virtually every subscription service now emulates.