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Spotify collaborated with a dog shelter in Germany this month to introduce Adoptify, a program that matches owners with dogs that have the same taste in music. The initiative is based on recent findings that dogs have unique music preferences. The Adoptify site features short videos of selected dogs available for adoption and indicates their favorite genre; video banners within the Spotify app will appear to users who march (dance?) to the beat of the same drum.

Yes, this is is a slightly tongue-in-cheek campaign. But – similar to last week’s self-driving slippers from Nissan – it showcases an important insight. Consumers are increasingly aware about the plethora of information companies (especially data-rich services like Spotify) are gathering on us. While consumers embrace relevant and tailored information, there’s a growing sense that marketing is becoming too personalized. We’ve all experienced that ‘oh, how do they know that?’ moment online.

So how to get personalization right? Here, the unexpected pairing of a listener’s personal taste in music with that of a dog seizes people’s attention in a non-threatening and fun way. Think how you might follow in Spotify’s (paw)steps and deliver data-driven insights in quirky – yet meaningful – contexts.

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