2016 in a nutshell? Try Martini’s latest digital marketing campaign, which involves a Facebook Messenger DJ chatbot.

“A DJ chatbot asks social media users on Facebook to sum up their summer using emojis… to create a Spotify playlist of summer anthems,” is how Martini described it in a press release.

Expect Calvin Harris and Drake’s big 2016 hits to feature prominently. The chatbot launches this Saturday (29 October) on Martini’s Facebook page.

“With streaming becoming mainstream and algorithmic playlists becoming part of a streamer’s daily life, this is a genuinely innovative way of delivering a playful message at a dreary time of year,” said Spotify’s UK country manager Chris Forrester, gamely.

And while this is fun but silly, the more serious point is that it’s an illustration of how platforms like Spotify can tie in to chatbots – a trend with plenty of non-emoji-based potential.

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Music Ally's Head of Insight

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