Company

Spotify is the world’s largest audio streaming platform, giving over 600 million listeners access to millions of songs, podcasts and audiobooks across more than 180 markets.

Spotify Wrapped is one of the most anticipated cultural moments of the year, turning personal listening data into shareable content that dominates social media every December. But until now, Wrapped has been an entirely digital experience.

Challenge

Wrapped generates massive social buzz, but it all happens on screens. Millions of people share their Wrapped cards across Instagram, X and TikTok, but that content stays trapped in feeds with no way to experience it together in a physical space.

Spotify wanted to take Wrapped beyond mobile and into the real world, but traditional OOH formats wouldn’t work. Static billboards offer visibility, not participation. And without a way to capture how people engaged, there would be no insight into whether the activation actually drove anything beyond impressions.

The challenge was bringing something deeply personal into a public space while preserving the participation, identity, and cultural energy that make Wrapped resonate.

Solution

Spotify partnered with Amondo and Outernet to bring Wrapped into The NOW Building in central London, turning the world’s largest digital screen environment into a live, participatory Wrapped experience.

Curating Wrapped content from social

Amondo pulled Wrapped content from social hashtags, curating the best posts from fans sharing their listening year. The strongest moments were surfaced and displayed across Outernet’s immersive screens, giving people’s personal Wrapped stories a stage far bigger than a phone screen.

Seeing real Wrapped posts on the screens encouraged more participation, with audiences sharing their own Wrapped content to be featured alongside hundreds of others.

Building a custom integration for Outernet’s screens

Amondo built a custom API integration with Outernet’s screen infrastructure, making sure the content was formatted and delivered to work across the world’s largest digital screen environment. This wasn’t a standard social wall; it was purpose-built to resonate at the scale and resolution of Outernet’s immersive displays.

Results

The activation proved that Wrapped resonates just as strongly in the physical world as it does on social:

• 800+ pieces of community content curated from social and displayed across Outernet’s screens

Spotify proved that cultural moments built on social media don’t have to stay there. By bringing Wrapped into a physical space with Amondo and Outernet, Spotify turned one of the year’s biggest digital moments into a shared, participatory experience people could see, feel and be part of.