The feature would launch alongside a vibrant campaign, placing emphasis on billboards and out-of-home advertising, and backed up with a social media presence to match. Much like a lot of their current marketing, these ads let Spotify’s brand voice do all the talking, using their unapologetically relatable tone to provoke interest.

CoPilot would live in its own section under Spotify’s main menu within the app. Before getting in the car, users would have the option to choose their route, content preferences, and define their mood. Using these factors, as well as Spotify’s algorithm, CoPilot curates different playlists optimized for their drive. Most importantly, this section of the app would feature a custom interface optimize to require minimal interaction while driving; keeping the tunes rolling while users keep their eyes on the road.