OUTDOOR | FILM | SOCIAL
RAPCAVIAR
DAY 1 CLUB
A site that helps listeners prove their fandom by calculating which rappers they’ve been listening to the longest.
In 2020, we set out to build awareness around Spotify’s flagship hip hop playlist: RapCaviar. By leaning into the insight that hip hop fans are naturally competitive, we created a tool that allowed them to prove their superior fandom over others, and placed RapCaviar at the center of the conversation. The Day 1 Club uses Spotify listening data to calculate which rappers fans have been listening to the longest—and gives them the receipts to prove it.
FEATURES
HypeBeast, The Source, Musically, FWA, HipHop DX, Behance
RESULTS
3.2 M+ site landings in the first week
551M+ impressions across all marketing channels
AWARDS
Clio Music | 2 Silver, 1 Bronze
FWA of the month finalist, Webby Award Nominee
CREDITS
CDs: Shannon Ross + Kenia Perez
GCD: Dan Brill
Art & Design Directors: April Pascua,
Erik Herrstrom, Will Oswin
Producer: Gabija Blake
Site Production: Active Theory
Original Concept: Shaken Creative
Fans received Gold, Platinum, and Diamond share cards, based on how early they were listening.
OOH ads across New York, LA, Toronto, and Atlanta drove fans to the site.
Influencer videos evoked major FOMO, driving even more fans to see if they made it in the club.
