OAKLAND, CA. (Top40 Charts/ Right Brain Marketing) -
Pandora is launching its latest ad product and making history at the same time. On May 26th,
Dave Matthews Band's fans will be able to stream the new album, "Big Whiskey and the GrooGrux King," in its entirety, a week before its commercial release. A ground-breaking move for Pandora, this event not only represents an innovative way to release music online but an opportunity for national brands to leverage the historic milestone by sponsoring the 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.
"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."
Brita's message will be front and center of legions of Dave Matthews Band fans among Pandora's registered user base, more than three million of whom have created personal DMB stations and made Dave Matthews one of the most played artists on the internet radio service.
Brita's Pandora integrated ad campaign includes 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.
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.
