Imeem, a trendy social streaming music service, was named to AdWeek’s Top Ten Digital Hot Sites list earlier this year (see my post here ). Now they’re hot for another reason – they just announced that they’ve nabbed Kia Motors as inaugural sponsor of their mobile application for Android, Google’s mobile phone platform, with exposure across Imeem’s entire web based platform as well.
Reportedly, the ability to connect with consumers within a streaming social music experience that extends to portable devices drew Kia to the sponsorship. “imeem has created a way for advertisers to live at the center of consumers’ social music experience,” said Jason Meil, executive vice president and director of Innovations at Initiative, Kia Motors’ media, marketing and digital company. “Working with imeem will enable Kia Motors to meaningfully tap into an engaged community where millions of people express themselves with music and media on a daily basis.”
This makes so much sense for an auto dealer that wants to reach a younger consumer, establish a hip and trendy connection, and smash the traditional auto manufacturer advertising mold. Kia will be featuring the all new Kia Soul in this advertising.
It’s apparent that Imeem got creative with packaging elements that extend the brand across mobile and web based platforms that satisfied the advertiser’s needs. No doubt, the ability to be first advertiser to fully sponsor the platform is appealing as well. Earlier this fall, Pandora announced that Becks Beer and Best Buy had signed on as ad partners for their mobile iphone platform (read about that here). Despite the poor economy, Internet radio brands and their mobile applications are attracting new ad dollars.