Spotify rides high on cricket fever. We love cricket, we love music too

The last moment victory of the Mumbai Indians in the IPL 2019 finals last Sunday was nothing less than a nail-biting moment for cricket fans. Just when it looked like the Chennai Kings Super would retain their title, the Mumbai Indians achieved a front row finish. And while the fans were entertained by cricket, Spotify added some more flavour to the drama with a carefully selected playlist for each delivery.

240 deliveries. 240 emotions. 240 playlists

Spotify's real-time tweets from the first ball, with fresh playlists, kept the cricket fans engrossed. Whether Jasprit Bumrah delivered a dot ball, Hardik Pandya hit a six, or Shane Watson hit three boundaries in a row.

Capturing the moment

This relatable campaign soon drew in cricket fans - after all, nothing speaks to your soul as much as music, and for India, cricket. As the action on-screen moved into higher gear, so did Spotify's playlists, reflecting the shifting momentum in the game

Spotify's social media engagement also tied in perfectly with the growing phenomenon of second-screen participation, which sees sports (and even TV) fans translate their shared interests to another medium. Even when the match (or new episode of GoT) was on, you'll see fans take their loyalties (and rivalries) to channels like Twitter.

Many fans even responded with their own favourite Spotify playlists, which led to cheerful jokes and good spirits among fans of MI and CSK.

If you were tweeting about the IPL game, you would have observed the #HarBallPePlaylist campaign. There is nothing to not love about when there is a blend of the world's most popular music streaming service with the world's most popular cricket league.

We love cricket. We love music too.