---
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.
---

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# [March Good Media Idea: Weather-triggered custom song on Spotify](https://www.goodmediaideas.com/blog/march-good-media-idea-weather-triggered-custom-song-on-spotify)

 Written by [Scott Christopher](https://www.goodmediaideas.com/blog/author/scott-christopher) | Mon, Mar 20, 2017 @ 17:03 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!

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?

[View full post](https://www.goodmediaideas.com/blog/march-good-media-idea-weather-triggered-custom-song-on-spotify)

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