Always the innovator, Pandora launched a new ad product last week that gave listeners a first listen to the new Dave Matthews Band album. Dave Matthews Band’s fans were able to stream the new album, “Big Whiskey and the GrooGrux King,” in its entirety, a week before its commercial release, perhaps marking the first time a major musician has used streaming audio as a key part of an album release.
As the debut advertiser for the new ad platform, Brita’s “Filter for Good” campaign is using the stage to promote filling reusable water bottles with filtered tap water instead of buying single-serve water bottles that add to the landfill. Brita’s Pandora integrated ad campaign included homepage takeover tuner skins, mobile banner ads, its own FilterForGood.com branded radio station featuring organic streaming of DMB songs with audio intro messaging, and a custom landing page with links to a pledge form to receive Brita Filter coupons and to buy a Nalgene reusable water bottle. To date, Brita estimates that, as a result of the campaign, 131 million bottles have been saved from land fill.
“Pandora is committed to constantly innovating to bring national brand advertisers exclusive content sponsorship opportunities,” said Cheryl Lucanegro, SVP, advertising sales for Pandora. “These cutting-edge content deals give advertisers like Brita the chance to associate their brand and message with an exclusive music experience and the ensuing good will of Pandora’s diehard fans.”
According to Lucanegro, the DMB album release is the first of what Pandora hopes will be one of the most coveted ad platforms in their product portfolio as other major performing artists debut their new releases on Pandora before going on sale in stores.
Congrats to Pandora for designing such a high profile promotion for an advertiser. The fact that the promotion was launched with the debut of an album by an artist with the caliber of Dave Matthews makes it even more powerful. It’s an outstanding example of ways that Internet radio can create innovative features for ad partners. And it’s a “green”, environmental campaign to top it off. More, more!