Breathe to the Beat
Insight: 40 million adults in the US have an anxiety disorder, yet few realize songs at 60 bpm release alpha brainwaves, which relax your mind and muscles.
Solution: Release the HeartBeat extension with an AI algorithm that crafts playlists with songs at 60 bpm. Listeners will be coaxed to calm as they breathe to the beat.
AD: Shanzah Rafiqi
(All videos have sound)
App Extension - HeartBeat
Feeling anxious? AI algorithm crafts playlists with your favorite songs at 60 BPM. The beat calms you down until you're jamming out.
Apple Watch Notifications
Smartwatches can track heart rate and other anxiety symptoms. The Spotify app will send messages, and suggest playlists when anxiety symptoms are recorded.
OOH
HeartBeat is teased with OOH throughout the country, each with a Spotify QR code that takes scanners to the extension in the app.
TV Spot - 60 seconds
(Full-screen available)
Radio Spot - 30 Seconds
YouTube Preroll
(Full-screen available)
New York Times Banner
Social
Social focuses on educating about the advantages of 60 BPM music, with examples of songs playing in the background.
Social Challenge
User-generated Content
Lindsay Fleming - Psychotherapist and influencer. 49k followers.
“We have so much on our plates these days with work, school, social media, and the world just being in a pretty rough place. I cannot recommend enough taking time to check in on your mental state. If you’re ever feeling stressed or anxious there are so many ways to manage these feelings. You might not know this, but even music can ease symptoms of anxiety! I know it sounds insane, right? Songs at 60 beats per minute can literally change your brain chemistry. This regulates your breathing, lowers your heart rate, and shifts your thinking away from those anxious thoughts. Spotify just came out with a new extension called HeartBeat that creates playlists with your favorite songs, all at this specific tempo. I work with a lot of teens, and I have heard nothing but great things, so I will be recommending these playlists to anyone who struggles with anxiety. Guys, go check them out and let me know if they help you too.”
Nick Davis - Spotify Listener
“Hey guys, this is more vulnerable than I usually get on this app but when Spotify releases a challenge, you accept. I’ve been dealing with an anxiety disorder for a couple years now, but when I had my first panic attack I had no idea what was going on. I was the valedictorian of my high school, I know surprising right, so I had to give this big speech. I hate public speaking, so needless to say this was my worst nightmare. Right before I walked on stage I felt like I was having a heart attack. My chest hurt, my heart was pounding, and I couldn’t seem to catch my breath. I always thought I just got extra nervous sometimes, but learning I had an actual disorder really helped me with managing it. Listening to music probably would’ve saved my speech back then, but it’s great to know I can #breathetothebeat whenever it happens again. Thanks for listening, and tell Spotify to sponsor me y’all!”
Experiential
In high-stress environments around the country, such as airports and college campuses during finals, HeartBeat music pods will pop up with noise cancelation, essential oil scents, and 60 BPM music. Stressed-out strollers will exit feeling completely zen.
