This has been known to gain a lot of attention with both fans and non-fans alike. It's also something that big brands do all the time.
One example is Red Bull, who sponsor a discovery playlist, and another is Coca-Cola, who create branded playlists built around a "happiness" theme.
One of the reasons this works is because Spotify patrons don't like ads, but they do like brands, and the playlists help them identify with it. Of course the caveat is that you have to treat the creation of the playlist with some thought and an interesting approach to be taken seriously.
A good example is a friend who created a a playlist based around the soundtracks of Will Smith movies. He was astonished to find more than 50,000 shares within the first 24 hours.
Using Spotify playlists is just another way to increase audience engagement and increase your fan base. If you listen to Spotify a lot, put your listening to good use and create and share a playlist.
You should follow me on Forbes for some insights on the new music business, Twitter and Facebook for daily news and updates on production and the music business..