Spotify:

Music can really help you embrace any emotion. Valentine’s Day tends to bring up some of those emotions for people, either positive or negative. Just like in Polar’s campaign, Spotify gave users a choice between loving and hating the holiday by curating playlists that encompass the holiday spirit. They created “Valentine’s Day Love” and “Anti-Valentine’s Day” and let users pick which playlist to listen to.

Spotify then took their playlists to Twitter and allowed users to share the playlist and their Valentine’s Day moods with their friends. On Twitter, they also encouraged users to share their love life in one song, further showing their openness to different opinions of the holiday.

Bronx Zoo:

The Bronx Zoo took an interesting angle with this year’s marketing campaign. They allowed people to pay to name a cockroach in their zoo after their love, or their ex. Their campaign stated, “After the chocolates have been eaten and the flowers wilt, roaches remain thriving and triumphant.” They encouraged people to get creative with their gifts, or revenge, by offering this deal for $15 online, so anyone can access the offer. They also had gift packages with pins, hats, and mugs so people can show off their love for their newly-named roach.

Brands are starting to realize that Valentine’s Day may not be for everyone. When they begin using that to their advantage, instead of pushing the lovey holiday onto everyone, their marketing strategies become that much more effective.