Disney is heavily pushing music in its marketing of the latest Marvel powerhouse Guardians of the Galaxy Vol.2, sealing a partnership with audio streaming company Spotify to generate exclusive retro playlists.
The ‘Throwback Your Playlist’ experience, accessible here, allows users across 16 countries to generate 70s playlists inspired by the songs they enjoy and the movie’s soundtrack – using audio recognition algorithms. Users of the free tier will also see video and display advertising around the campaign.
From a dedicated hub, fans of the movie can also watch the movie trailer or buy tickets for the film’s launch. It follows similar activity between the companies around the launch of Beauty and the Beast.
Marco Bertozzi, vice president of Europe, sales for Spotify, said: “We are excited to have the chance to collaborate with Disney once again and harness the power of the Spotify platform to create a wonderful and engaging campaign. The Guardians of the Galaxy integration is a unique experience which will transport Spotify users back to the music of the 70s, taking the movie for inspiration.”
Guardians of the Galaxy Vol. 2 was released in UK cinemas today, Friday 28 April.