# Seasonal Phone Booth Activations Spotify's Q4 is Calling Urges Brands to Start Holiday Advertising By Laura McQuarrie | Published 2024-09-25 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/phone-booth-activation References: [campaignlive](https://www.campaignlive.co.uk/article/spotify-phone-booth-activation-highlights-benefits-starting-christmas-ads/1889916)  With the holiday season and the peak spending period of the year around the corner, [Spotify](https://www.trendhunter.com/trends/read-like-you-listen) Advertising set up a phone booth activation in the UK to prompt advertisers to start advertising for Christmas on its platform. Spotify’s first [out-of-home campaign](https://www.trendhunter.com/trends/lyricsinspired-ooh-campaign) in the UK kicked off at the end of September, transforming London's iconic red phone booths into winter wonderlands that remind "Q4 is Calling." The festively colored, snow-capped booths share planning insights for the fourth quarter of the year with the voice of Spotify's AI-powered DJ, Xavier “X” Jernigan. This [experiential activity](https://www.trendhunter.com/trends/really-good-mood-machine) emphasizes that one in four Spotify users are starting their holiday shopping, and Spotify commands twice the attention of social media channels. Upon exiting the booth, visitors are given treats to fuel their Q4 planning process. ## Trend Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 88% | Activity: 89% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Experiential Marketing:** Transforming iconic phone booths into winter wonderlands, Spotify's innovative activation amplifies brand engagement during the critical holiday season. - **AI-powered Interactions:** Leveraging Spotify's AI-powered DJ, the activation provides personalized planning insights, enhancing the user experience through technology. - **Out-of-home Advertising:** Spotify's use of high-visibility phone booths for collaborative campaigns highlights the effectiveness of non-traditional advertising spaces. ### Industries Being Reshaped - **Advertising:** Spotify’s seasonal activation demonstrates the potential of creative outdoor campaigns in boosting holiday advertising effectiveness. - **Technology:** Incorporating AI-powered voices in public activations showcases the merger of traditional advertising with advanced tech solutions. - **Retail:** The campaign’s focus on holiday shopping trends offers critical timing insights for the retail industry’s seasonal strategies. ## Related on Trend Hunter - [Gameshow-Style Pop-Ups](https://www.trendhunter.com/trends/jo-malone-christmas-special.md) - [Music-Inspired Audiobook Campaigns](https://www.trendhunter.com/trends/read-like-you-listen.md) - [Virtual AI Snow Globes](https://www.trendhunter.com/trends/piccadilly-lights-1.md) - [Seasonal Audio Noise Tracking Aggregators](https://www.trendhunter.com/trends/seasonal-audio-noise-tracking-aggregator.md) - [Festive Shoppable Choirs](https://www.trendhunter.com/trends/shoppable-choir.md) - [Smart Holiday Windows](https://www.trendhunter.com/trends/alexa-in-a-pear-tree.md) - [Wintry Retail Activations](https://www.trendhunter.com/trends/winter-wonderland-popup.md) - [Immersive Music Campaigns](https://www.trendhunter.com/trends/spotify-x-gorillaz.md) - [Calming Audio Escapes](https://www.trendhunter.com/trends/activation-at-kings-cross.md)