MXP4 brings its interactive music ads to Spotify
Described as a first-of-its-kind, the campaign for Mark Ronson’s new album uses MXP4’s technology to enable Spotify users to play with tracks in a “game-like environment” directly within the ad. Although we’re not quite sure how it’s a first considering that the startup recently rolled out similar offerings on Last.fm and Facebook. That said, it is a first for Spotify I suppose.
As I’ve said before, it’s similar in concept to Apple’s new iAds in the sense that ads become fully blown apps. And obviously, a music oriented app is as good a fit for Spotify as it is for Last.fm.
MXP4, based in Paris, has raised $13m to date, including its most recent round of $4 million led by Paris-based Goojet funder Orkos Capital, and involving previous investor Sofinnova (which backs Streamezzo) and Ventech (in Eyeka).