Spotify is saying thanks to its customers but in a very weird and funny way in its new outdoor campaign called, “Thanks 2016, it’s been weird”! Their digital ads rolled at 14 market locations across US, UK, Denmark and France. In this largest campaign of Spotify till date, it used billboards to turn its data to pose some funny questions about the users. For example, “Dear 3,749 people who streamed ‘It’s the End of the World As We Know It’ the day after the Brexit vote, Hang in there.” or, “Dear person who played ‘Sorry’ 42 times on Valentine’s Day, What did you do?” Spotify CMO Seth Farban beaming with pride on the magnanimous success of the campaign quoted, “There has been some debate about whether big data is muting creativity in marketing, but we have turned that on its head. For us, data inspires and gives an insight into the emotion that people are expressing.”