Carnival Cruise Lines signed up with Spotify last year to create a four-hour, Caribbean-themed playlist called "Carnival Cruise Tunes." Carnival was impressed by Spotify's Facebook integration and ability to engage users, says Chad Grospe of Razorfish, Carnival's digital agency -- but it was concerned about the insertion of other firms' ads into its branded playlist. "They would be on our branded channel listening to music but they could possibly could see an ad for another advertiser," Grospe says.
Carnival aimed to increase engagement with Spotify campaign
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