Spotify takes over YouTube for a day with new ad campaign

The company is allowing YouTube users to "follow" the band Phoenix throughout the day. By the end of the day, they'll be able to see the full 18-minute documentary.

Don Reisinger
Former CNET contributor Don Reisinger is a technology columnist who has covered everything from HDTVs to computers to Flowbee Haircut Systems. Besides his work with CNET, Don's work has been featured in a variety of other publications including PC World and a host of Ziff-Davis publications.
Don Reisinger
A look at the Spotify Phoenix ad.
A look at the Spotify Phoenix ad. Screenshot by Don Reisinger/CNET

Spotify is trying something new to promote its service to would-be users.

The company today has overtaken YouTube with a large documentary ad at the top of the video site's page. The ad encourages YouTube visitors to "follow" the band Phoenix throughout the day to see what a typical day is like for the members. This morning, only a portion of the 18-minute documentary is available, but as the day goes on, users can come back and watch more. By the end of the day, all 18 minutes will be viewable.

Spotify's ad takes up the entire width of YouTube and is running on every page I clicked through. Users do, however, have the option to close the ad if it becomes too intrusive.

Spotify's YouTube push comes after the company launched a major advertizing blitz in the U.S. That campaign, known as "For Music," started with television commercials, but also includes Web and social media components. The latest YouTube move is part of that.

If you're interested in following Phoenix, head over to YouTube to follow the band throughout the day.