Pandora, the largest streaming audio provider in the U.S., announced the spring installment of its “Sound On” brand campaign, designed to inspire listeners to discover the unique sounds that transport them from winter hibernation to spring exploration. The narrative celebrates Pandora’s unique ability to connect listeners with the audio entertainment they crave as the temperature rises. Additionally, Pandora unveiled its first sonic logo, a unique audio signature that harnesses the power of sound to create an original, consistent brand experience across multiple audio touchpoints.
The multi-channel campaign will run in six markets for 12 weeks and feature some of the season’s most high-profile artists including: Jonas Brothers, Maren Morris, Bebe Rexha, Khalid, 2 Chainz, John Legend and Becky G.
“Our brand mission is to connect listeners with the music and audio content they love to help them live their lives at full volume,” said Brad Minor, VP of brand marketing & communications at Pandora. “This campaign brings that notion to life by showcasing how universal life moments can be deeply enhanced with the right soundtrack.”
This rollout marks the second iteration of Pandora’s seasonal “Sound On” campaign. In November 2018, Pandora kicked off “Sound On” with a winter theme focused on shared holiday moments.
“Our inaugural ‘Sound On’ campaign centered around holiday travel and the ways music and sound can help you escape a mundane physical space – like a crowded airport or delayed train,” said Lauren Nagel, VP & executive creative director at Pandora. “Building on that idea of transformation, our spring campaign amplifies the emotional hallmarks of the spring season: renewal, inspiration, and what we do best: discovery.”
The campaign boasts large-scale outdoor placements in iconic locations throughout Atlanta, Miami, Nashville, New York City, Oakland and San Francisco – including Times Square, the Oculus, Oracle Arena and The Nashville Sign.
Each piece of Pandora’s campaign was designed by its in-house creative team, with approximately 1,100 components developed. This includes 500 live board screens in New York City subway terminals, 75 bus shelters in San Francisco, and 72 screens taking over the Oculus station in New York City, including one 280 ft. wide screen. Pandora will also be the first-to-market advertiser to wrap the new AC Transit double-decker buses in Oakland.
Pandora will also execute site-takeovers with Thrillist, Vevo and Vox online properties, as well as integrations with Facebook, Hulu, Instagram, Snapchat and Twitter. Pandora’s new sonic logo will be heard throughout the campaign.
Other key campaign components include:
- Sound Wall: Pandora has commissioned leading street artists to create wall murals that depict their unique interpretations of sound and spring discovery. The murals, which will appear in top markets across the country, will also include QR codes that drive to custom playlists on Pandora curated by the street artists featuring music that inspired their work.
- Sound Bites: Pandora will give listeners exclusive opportunities to get up close and personal with private concerts featuring artists from the campaign.
- Sound Box: Pandora has enlisted 20 leading social media influencers to share the spring sounds that inspire each of them with weekly Pandora playlists for their followers.
- Pandora Sound On Lounge: “Sound On” will make an impact at this year’s Stagecoach Country Music Festival, Hangout, Firefly, Electric Forest, and Bumbershoot Music Festivals through unique experiential activations.