Find Your Track

OPPORTUNITY

In 2024, Musixmatch partnered with Maratona dles Dolomites, the largest granfondo cycling race in Italy, to strengthen its brand presence and align with values like nature, sports, and teamwork. The collaboration aimed to create a unique experience by infusing the event with inspiration through the power of lyrics, connecting with thousands of cyclists and elevating Musixmatch's visibility within the sports community.

SOLUTION

Playing on the double meaning of the word "track," which can refer to both a music track and a cycling path, we conceived "Find Your Track," a digital experience where cyclists receive "their track" (song) based on their riding style. Thanks to an algorithm that matches cyclists' data with songs from a curated playlist, we pair epic climbers with epic songs and relaxed cyclists with relaxed vibes. To reinforce the connection with the event, the playlist was composed of 37 songs, celebrating the 37th edition of the marathon.

IMPACT
• Brand presence: the partnership boosted Musixmatch's visibility, with live exposure on national TV and mentions on top radio stations in Italy.
• Brand positioning: Musixmatch's participation enhanced brand association with values like nature, sports, and teamwork, as shown in post-event surveys.
• Employer branding: online communication improved brand perception, with over 35% of recent applicants aligning with Musixmatch's values and activities, including this sponsorship.



Client: Musixmatch

My role: Art Director, Brand Designer, Project Manager

Design Director: Alessandro Camedda

Product Designer: Niche Chatong

Year: 2024