TuneIn getting first major ad agency campaign

TuneIn has announced the debut of a new brand campaign dubbed “Listen Like You Mean It.” The spot, which is the work of advertising agency McKinney, ties in with two major sporting events: the 2016 Major League Baseball season and the National Football League draft. The campaign will debut on April 28 in Chicago and Boston, then expand to New York, San Francisco, and Los Angeles. It will include radio, digital, social, and physical components.

“Every creative execution shows people having a transformative and highly participatory reaction to what they’re listening to,” said Lyle Yetman, a creative director at McKinney. “TuneIn is about active listening, whether your thing is music, an NFL game or even an audiobook. Audio can be as different and as equally visceral as video and that’s what active listening is all about.”

TuneIn launched a Premium subscription tier in August with content initiatives from both the MLB and NFL. This campaign is the company’s first time working with a major agency for advertising.