Home  › Media › Publishing
buzzfeed-rdio-music-reax

Rdio Provides Musical Reactions in BuzzFeed Campaign

  |  October 26, 2012   |  Comments

BuzzFeed, provider of highly integrated and branded content for sponsors, launches a streaming music campaign.

BuzzFeed, provider of highly integrated and branded content for sponsors, kicked off a four-month campaign this week with Rdio, a streaming music service. Rdio has taken over BuzzFeed's music vertical with a multi-story ad unit running on the right side of the front page of the music vertical, as well as alongside all stories in that vertical. The ad unit highlights custom content produced by BuzzFeed staff, such as "16 Songs about the Friend Zone."

During the promotion, site visitors will be able to react to stories by choosing a music track from a rotating selection curated by BuzzFeed editors to relate to that story. BuzzFeed stories regularly include reaction buttons, letting users tag them with comments like "lol." Hovering over a new Rdio button at the end of the comment tags brings up the selected playlist. Users can stream the songs from within the popup or search for songs they think relate to the content.

"People have been reacting and sharing content for five or six years on BuzzFeed," noted Jon Steinberg, president and COO of BuzzFeed. "We suddenly rolled out music as a way to say how you feel."

BuzzFeed worked directly with Rdio and its media agency, Horizon, to create the campaign. "Rdio approached us looking for innovative big ideas. The client knew how everything was shared using reaction buttons, and everyone immediately liked the idea," said Steinberg.

Rdio provides APIs to its database and streaming music servers. The BuzzFeed reaction servers simply connect to the Rdio music servers to enable the musical reactions. Steinberg said the campaign, from concept to integration, took only a few weeks.

Steinberg said it was too early to share metrics from the campaign, but said it could provide a blueprint for providing video reactions if an appropriate client turned up. However, he added, "We're a way off from smell-o-vision."

Tags:

ClickZ Live San Francisco Revolutionize your digital marketing campaigns at ClickZ Live San Francisco (August 10-12)!
Educating marketers for over 15 years, our action-packed, educationally-focused agenda offers 9 tracks to cover every aspect of digital marketing. Join over 500 digital marketers and expert speakers from leading brands. Register today!

ABOUT THE AUTHOR

Susan Kuchinskas

Susan Kuchinskas has covered interactive advertising since its invention. The former staff writer for Adweek, Business 2.0, and M-Business covers technology, business and culture from Berkeley, CA.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Media newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

US Consumer Device Preference Report

US Consumer Device Preference Report
Traditionally desktops have shown to convert better than mobile devices however, 2015 might be a tipping point for mobile conversions! Download this report to find why mobile users are more important then ever.

E-Commerce Customer Lifecycle

E-Commerce Customer Lifecycle
Have you ever wondered what factors influence online spending or why shoppers abandon their cart? This data-rich infogram offers actionable insight into creating a more seamless online shopping experience across the multiple devices consumers are using.

WEBINARS

Jobs

  • Sr. Marketing Specialist, PPC
    Sr. Marketing Specialist, PPC (Charter Communications) - StamfordSr. Marketing Specialist, PPC– Digital Marketing Charter Communications...