Spotify and Netflix partner for a fun golf game, personalized playlists and more, as part of an interactive ‘Happy Gilmore 2’ campaign.
Spotify tees up an unexpected experience
Spotify and Netflix have teamed up for a surprising but fun marketing campaign to support the upcoming release of ‘Happy Gilmore 2’. The collaboration includes a “first-of-its-kind” golf game, a personalized ‘Happy’ playlist, engaging videos, and special podcast audio from famous podcast vet Bill Simmons.
The experience hopes to give fans the chance to immerse themselves in the world of Happy Gilmore. It brings the cult classic back to life in an interactive way, designed to engage fans.
How does the game work?
Spotify’s users can access the ‘Happy Gilmore 2 Tournament’ golf game through Spotify’s app or through a link on mobile.
The game lets fans toilet their phones to take shots and complete holes themed around iconic scenes from the movie. Players advance to longer holds, complete with a score tracker and film audio clips playing after each hole.
So, why is Spotify getting into gaming?
At a glance, a golf game might seem totally out of character for Spotify. However, this move aligns with the platform’s growing interest in offering immersive experiences, across formats, for both fans and advertisers.
A Spotify and Netflix crossover
Recent reports suggest that Spotify and Netflix are in discussions to bring more joint content to life in the future. This collaboration could keep the conversation going around their projects, and could help Spotify’s push into video. If successful, perhaps more content produced by these two streaming giants is something we can expect going forward.
Spotify’s ad push
Developed in association with MiK Studio, the campaign is more than just a bit of fun. It’s also a spotlight on Spotify’s ad offerings. It boasts its Happy Gilmore 2 campaign as an example of how brands can thrive through Spotify Advertising.
Earlier this year, Spotify revealed a suite of new tools aimed at helping advertisers create more engaging and measurable campaigns. This latest effort builds on that momentum.
What this means for the music industry
While this campaign centres on a film, it signals a wider shift in how Spotify might collaborate with entertainment brands and lean into immersive fan experiences. These new formats might just become a bigger part of Spotify’s future, offering new ways for music to be discovered, marketed, and monetized.
So yes, golf is coming to Spotify. However, it’s more than just a novelty. Instead, it offers a glimpse into where the platform may be heading next.
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