The Pawfect Playlist
In-App Experience for [undisclosed pet food company + undisclosed audio company]
Produced at SpokenLayer as creative director and strategist
THE BRIEF We were asked to demonstrate the abilities of an in-app experience within a music and podcast streaming app by partnering with a pet food company. The goal was to create a fun, interactive experience for users that would quickly connect them to the brand and give them a shareable token to spread into the world.
THE SOLVE We leaned into the target demo of millennial pet owners and created a tarot-style game that would “predict” your pet’s future, giving you a fun illustrated tarot card and a custom-generated playlist—all without making the experience feel too much like an ad.
We followed our demographic into the surprise and delight of mysticism, leaning into a tarot card theme.
“About one-in-ten Americans consult tarot cards at least annually.”
PEW RESEARCH
“According to the analytics platform Spate, U.S. searches for “tarot cards” and “how to read tarot cards” increased by over 30% during the pandemic, while another study suggests the tarot and oracle industry is slated to become a $93 million market by 2027.”
VOGUE MAGAZINE
“Springtide’s survey showed that 51% of its sample population, aged 13-25, engage in “tarot cards or fortune telling.” Of that percentage, 17% practice daily, 25% once a week, 27% once a month and 31% less than once a month.”
SPRINGTIDE RESEARCH INSTITUTE
Predict Your
Paw-fect Playlist
What is your pet really thinking? What’s their next move? Waggery will help you predict the future with a tarot-style interaction that leads to a custom playlist to match your mutt’s or meower’s mood.
Users are welcomed to the experience with a :30s spot encouraging them to learn their pet’s future.
The experience offers the user two options, a cat or a dog, that they can tilt their phone or click to choose.
Users shake or tap their phone to slowly reveal the tarot card that will tell their pet’s mood.
The card will reveal after a couple seconds of shaking, giving a shareable tarot card and a short description.
Using specific prompts, the algorithm creates a custom playlist to match your pet’s mood, and users can share their experience.
The tarot cards become a fun shareable image that users can post, with a playlist to match that card’s activity, mood, and energy.
