Spotify + Animal Shelter = Adoptify

Apparently, dogs have their personal favourite music preferences, a fact that inspired Spotify to team up with an animal shelter for their Adoptify campaign. Via Adweek:

A recent study from the University of Glasgow suggested each individual dog has his or her own unique taste in music. This was music to Spotify’s ears, and the streaming service has now partnered with an animal shelter in Germany to match owners and adoptable pets based on their song choices.

The program, dreamed up by agency Serviceplan, is called Adoptify. The website features dogs available for adoption at a shelter in Munich, and notes what kind of music each dog prefers (presumably based on testing various playlists). You can watch videos about the dogs, and choose to take one home that matches your own musical tastes.

“No other music provider knows and analyzes the musical preferences of their listeners as well as Spotify,” says Hans-Peter Sporer, Creative Director at Serviceplan Campaign X. “We will use this to make recommendations to users by displaying dogs who like the same music in personalized video banners.”

“As animal welfare officers, we attach great importance to any kind of original communication and increased awareness among the wider population,” adds Jillian Moss, head of PR, advertising and fundraising at the Tierschutzverein München e.V. animal shelter. “We are proud to be pulling together with our two Adoptify partners, who are both market leaders in their respective sectors.”

This revelation comes as no surprise to us – one of our team has a cat whose favourite music is jazz. May many pets get adopted!

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