Spotify is celebrating users "listening together" to the same tracks in its latest campaign, as it encourages people to use the streaming platform to feel connected during lockdown.

The campaign, created in-house, includes a microsite that visualizes people coincidentally playing the same track at the same time across the world; users are anonymous but you can see their locations. According to Spotify, the concept started as an experiment in 2014, when media artist Kyle McDonald had the idea of finding the “serendipity” of two listeners pressing play on the same song within milliseconds of each other.

It's supported by creative, running across social and digital channels, that features celebrities sharing their lockdown playlists and cooking soundtracks; among them are Dolly Parton, Selena Gomez, Haim and Troye Sivan.

Spotify says the campaign is about "the power of audio to bring us closer together in a time when many of us are feeling apart," and says it's looking at more ways for people to "interact" with the "Listening Together" platform.