Despite a career spanning three decades, with the release of her latest album Madonna has made it clear she is not going the traditional route that she may have gone promoting her past albums.
With the release of "MDNA" yesterday, Spotify announced that "to celebrate" Spotify users have the chance to win a pair of premium tickets to Madonna's already sold-out US tour. To enter, users need to listen to the album three times through within the next two weeks (until April 9).
"The goal of this campaign is to showcase Madonna's latest album as a whole, while rewarding her fans in a unique and engaging way," says Jordan Walker who works in Label Relations at Spotify. "Spotify worked closely with Madonna's management and Interscope Records to create a 'stream to win' campaign around MDNA that will drive album streams and leverage Spotify's social integration to generate buzz and virality on Facebook. We want to reward Madonna's super fans on Spotify by giving them the opportunity to see her live in concert in every US city of her tour."
Fans can increase their chances of winning by signing up for an e-mail list from Madonna and Interscope Records at a site called MDNA Superfans.
Facebook seems to be an integral part of the "MDNA" campaign with one of the few promotion opportunities being a live interview with Jimmy Fallon on the social network. Additionally, with its new Timeline feature, which includes an icon of the album most recently listened to as well as the four most recent tracks; the album will have high visibility with Spotify's integration with Facebook. The fact the album cover is so bright and vibrant will only help its chances of being noticed.