--- title: "March Good Media Idea: Weather-triggered custom song on Spotify" description: See how The North Face utilizes weather-triggering and Spotify to promote their new rain jacket. image: https://www.goodmediaideas.com/hubfs/Screen%20Shot%202017-03-20%20at%2011.36.00%20AM.jpg --- [Skip to main content](https://www.goodmediaideas.com/blog/march-good-media-idea-weather-triggered-custom-song-on-spotify#main) - Our Work - [Agency Partners](https://www.goodmediaideas.com/agency_partners) - [Blog](https://www.goodmediaideas.com/blog) - - [![2023 GMI_Logo_Wide](https://www.goodmediaideas.com/hs-fs/hubfs/2023%20GMI_Logo_Wide.png?width=467&height=105&name=2023%20GMI_Logo_Wide.png) ![2023 GMI_Logo_Wide](https://www.goodmediaideas.com/hs-fs/hubfs/2023%20GMI_Logo_Wide.png?width=467&height=105&name=2023%20GMI_Logo_Wide.png) ![Good_Media_Ideas_320x132](https://www.goodmediaideas.com/hs-fs/hubfs/Good_Media_Ideas_320x132.png?width=320&height=132&name=Good_Media_Ideas_320x132.png) ![Good Media Ideas](https://www.goodmediaideas.com/hs-fs/hubfs/Good_Media_Ideas_320x132.png?width=320&height=132&name=Good_Media_Ideas_320x132.png)](https://www.goodmediaideas.com/) Open main navigation Close main navigation - Search - [Get Started](https://www.goodmediaideas.com/contact_us) - Our Work - [Agency Partners](https://www.goodmediaideas.com/agency_partners) - [Blog](https://www.goodmediaideas.com/blog) - - [Get Started](https://www.goodmediaideas.com/contact_us) Search # March Good Media Idea: Weather-triggered custom song on Spotify by [Scott Christopher](https://www.goodmediaideas.com/blog/author/scott-christopher) Mon, Mar 20, 2017 @ 13:03 PM We've discussed utilizing [weather](https://www.goodmediaideas.com/blog/bid/394201/Good-Media-Idea-Rainvertising-in-Seattle) to deliver advertising before on the blog. But this month's good media idea features a new take on weather-triggering involving [Spotify](https://spotifyforbrands.com/us/). [The North Face](https://www.thenorthface.com/apex-flex) commissioned the band White Denim to write the song 'Rain Drop' to promote its new waterproof jacket, Apex Flex GTX. Although the song is on Spotify, it can only be ['unlocked](http://www.seeknoshelter.com/#/landing)' via custom landing page in locations where it is raining. The song was even played by the band last week at South by Southwest; and the jacket was prominently featured during the performance in which the band was pummeled by a virtual storm on stage! *![Screen Shot 2017-03-20 at 11.36.00 AM.jpg](https://www.goodmediaideas.com/hs-fs/hubfs/Screen%20Shot%202017-03-20%20at%2011.36.00%20AM.jpg?width=635&height=320&name=Screen%20Shot%202017-03-20%20at%2011.36.00%20AM.jpg)* Here's a quote from [The Drum article](http://www.thedrum.com/news/2017/03/14/the-north-face-and-rock-band-white-denim-release-rain-triggered-single-spotify) that shows how this idea fulfills the North Face's brand promise: *"'Our entire brand is based around the idea that adverse and changing conditions aren't just to be tolerated, they are what shapes a great life lived outdoors,' said vice president of marketing at the North Face, Tom Herbst.* *'For this campaign, we want to change the way people think about rain – as not something to hide from, but something to be sought out and celebrated. Dropping a song only when it is raining is designed to delight, inspire and mimic the same sense of anticipation and excitement that you have when heading into the wild.'"* We like this tactic because it is an awesome example of "[the medium is a message](https://en.wikipedia.org/wiki/The_medium_is_the_message)" - a song about rain only available when its raining to promote a rain jacket. It's a superb way to integrate a product in a subtle way and showcase the brand promise all via a popular medium - audio streaming and, more specifically, Spotify. You have likely read about other good ideas Spotify has recently executed. As a [media agency](https://www.goodmediaideas.com/blog/bid/374360/How-to-Find-the-Right-Advertising-Media-Agency), we have explored some of these ideas; but most of our consumer accounts need to reach a tight geography and scale becomes an issue with Spotify when you narrow the geography.  What good media ideas have you seen lately? **Tags:** [online music streaming,](https://www.goodmediaideas.com/blog/topic/online-music-streaming) [good media idea,](https://www.goodmediaideas.com/blog/topic/good-media-idea) [top southeast media buying agency,](https://www.goodmediaideas.com/blog/topic/top-southeast-media-buying-agency) [brand](https://www.goodmediaideas.com/blog/topic/brand) Post by [Scott Christopher](https://www.goodmediaideas.com/blog/author/scott-christopher) Mon, Mar 20, 2017 @ 13:03 PM ### Related Articles ##### [![How Apple Music will change the music streaming landscape](https://www.goodmediaideas.com/hs-fs/file-3158512538-jpg/images/apple-music-resized-600.jpg?width=520&height=294&name=apple-music-resized-600.jpg) online music streaming • Thu, Jun 11, 2015 @ 14:06 PM How Apple Music will change the music streaming landscape 2 min read](https://www.goodmediaideas.com/blog/bid/405890/How-Apple-Music-will-change-the-music-streaming-landscape) ##### [![State of Media: Online music streaming](https://www.goodmediaideas.com/hs-fs/file-1478468594-png/images/screen_shot_2014-08-19_at_1.13.20_pm-resized-600.png?width=520&height=294&name=screen_shot_2014-08-19_at_1.13.20_pm-resized-600.png) media buying atlanta • Tue, Aug 19, 2014 @ 13:08 PM State of Media: Online music streaming 1 min read](https://www.goodmediaideas.com/blog/bid/394660/State-of-Media-Online-music-streaming) ## Comments ### Get More Good Media Ideas Sign up to receive notifications when a new blog is posted from Good Media Ideas. 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