Universal Music #PlayHITSList


We helped Universal Music understand the value of their artist roster when it came to simplifying their playlist proposition & driving traffic to key streaming services.

#PlayHITSList leveraged artist fan communities to gamify the experience of playlist listening and raise awareness of core brands.


The premise was brutally simple – “Years & Years have hidden three questions within the H!TS playlist”.

The competition was pre-promoted for five days across artist & playlist social channels, as well as across Spotify.

Creative assets featured the band and included GIFs, social videos and stills.

Comms encouraged fans to Follow the playlist in order to find out more (driving subscriptions).

Fans were encouraged to find each question (driving streams) and tweet the answers to @AllOfTheHits using #PlayHITSList.

Bespoke software tracked and responded to entrant tweets in real-time – helping extend reach and drive further participation.


The highest number of streams on HITS playlist ever in one day

10% Increase in Years and Years streams on Spotify

20% Increase in Years & Years Twitter followers

10% Increase in H!TS playlist followers

+4,102 Mentions of #playHITSlist

8.4 million People reached in 3 days


The Lovie Awards 2016 Bronze: Social Campaign