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."
Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!
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.
IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.
An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.
October 23, 2014
1:00pm ET/10:00am PT