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Pandora Partnership Pushes '21 and Over'

  |  March 4, 2013   |  Comments

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.

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