As Pandora approaches its 10-year anniversary, the online radio company is launching a new campaign for brand awareness that loops in a surprising media source: TV. The new video ad is already out online, but it will move to broadcast television in the fall.
“Keeping the brand fresh is critical,” Pandora CMO Simon Fleming-Wood told Forbes. “We feel great about where the audience is and where the brand is, but the landscape has evolved to where the players aren’t startups; they are extremely well-funded and aggressive.”
Most of Pandora’s other marketing efforts have been in collaborations and sponsoring events, such as its tie-ups with Lexus and Peet’s Coffee & Tea last year. The only other comparable campaign it run was the “Thumb Moments,” which focused on the bonds between artists and their fans. That effort was digital-only, so this looping in of a more traditional marketing channel with TV is a very new attitude.