Dive Brief:

• Spotify and Netflix have partnered to create The Happy Gilmore 2 Tournament, the first interactive, golf-inspired game built within the Spotify app, per details shared with Marketing Dive. The effort is timed around the release of “Happy Gilmore 2” on July 25.
• Spotify users can play through golf challenges inspired by the movie and unlock movie audio clips, easter eggs and a personalized “Happy” playlist. The effort also includes a video takeover and voice reads from “The Ringer” founder Bill Simmons.
• The effort marks the first time Spotify has developed a fully custom audio gaming experience for a brand and comes as a number of other marketers unveil themed activations around the highly anticipated “Happy Gilmore” sequel.

Dive Insight: 

In many ways, the Happy Gilmore 2 Tournament game is as much a way for Spotify to further demonstrate how it can bring campaigns to life as it is a promotional partnership for Netflix’s film. Spotify has been working hard in recent months to showcase its friendliness to advertisers. At an event earlier this year, the company showed off several new ad-buying and management capabilities, along with creative opportunities, including generative artificial intelligence developments, through its in-house agencies.  

“We’ve been investing to become a platform that can deliver results for advertisers, whatever their goal, whatever their size,” said Lee Brown, Spotify’s global head of advertising, in a blog post about the event. “Whether you’re a CMO, a media agency buyer, a podcast publisher, a seasoned creative director, or a creator looking to grow your brand, we’ve got you covered.” 

The “Happy Gilmore 2” tie-in checks off a major first for Spotify, demonstrating the streamer’s capabilities in creating bespoke, immersive campaigns for brands and entertainment properties. It also rewards users with elements unique to the Spotify platform, like a personalized playlist, to deepen connections between the user and the brand.

The gameplay is also decidedly simple. The game begins with a short-distance (using a hockey stick, like Happy Gilmore would) where app users can tilt their device to perfect their swing. Then, players advance to mid- and long-range shots, with audio clips played after each hole. Players get one swing per course and can replay the game after completing all three holes. At the end of the game, users can share their score across social media and watch the movie’s official trailer.  

Among summer films, “Happy Gilmore 2” has attracted some notable brand partnerships, including Subway, which was part of the original film’s marketing promotions, and U.S. Bank, which will be integrated into the film as a top sponsor of the fictional “Tour Championship.”