Branded content on Pandora includes comedy show footage and a so-called mixtape.
In order to capture the attention of 18-to-24-year-old comedy fans and help push its movie 21 and Over, the studio Relativity Media partnered with internet radio provider Pandora.
Pandora worked with Relativity to engage comedy fans by presenting a free show with stand-up comedians Kyle Kinane, Ian Karmel and Nate Craig at the Dakota Lounge in Santa Monica in January. It was hosted by the cast and writer/director of 21 and Over.
For its part, Pandora recruited comedy listeners with banner and audio ads by asking LA-based adults in Relativity's target demo to RSVP to a free show. Michael Chuthakieo, executive director of national entertainment for Pandora, says the show hit its capacity of 250 attendees.
Footage of the event can be found at Pandora's 21 and Over site.
The site also features a trailer, a link to the official movie site and a link to Fandango.com for tickets and showtimes, as well as a 21 and Over comedy mixtape that Pandora says includes tracks from movie talent, comedians from the show and similar comedians that appeal to the film's demographic. Only registered Pandora users can access the content.
According to Pandora, a mixtape is a collection of songs it creates with a brand. Not surprisingly, Chuthakieo says Pandora worked with Relativity to identify tracks for this particular mixtape.
Pandora promoted the film to its web and mobile listeners through house ads until March 1, which was the movie's opening date.
Other Pandora movie partnerships include Summit Entertainment for Twilight to provide exclusive music content from the movie series, an official movie trailer and a mixtape with music from Twilight's soundtracks.
Pandora says it has 65.6 million active listeners.
On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!
Want to learn more? Join us at ClickZ Live San Francisco, Aug 10-12!
Educating marketers for over 15 years, ClickZ Live brings together industry thought leaders from the largest brands and agencies to deliver the most advanced, educational digital marketing agenda. Register today and save $500!
In addition to ClickZ and Search Engine Watch, Lisa's work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.
Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.
Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.
June 10, 2015
12:00pm ET/9:00am PT