Home  › Marketing › Strategies
pandora-logo-blue

Pandora Brings Branded Radio Stations In-Store

  |  March 26, 2014   |  Comments

Pandora has partnered with Peet's Coffee & Tea. The music-streaming service will showcase branded content stations in a brick-and-mortar business for the first time.

Pandora has partnered with Peet's Coffee & Tea to deliver branded content stations in a brick-and-mortar environment nationwide for the first time.

"In looking at the store experience holistically, we wanted to create an atmosphere that reinforced our commitment to craftsmanship in everything we do," says Debbie Kristofferson, vice president of marketing at Peet's Coffee & Tea. "The combination of songs personally selected by Peet's with Pandora's musicological expertise provides a fresh, constantly evolving music experience."

Neither Peet's nor Pandora has disclosed the financial details of the deal. Through this new partnership, Peet's will have its own personalized Pandora stations and play customized tracks in all of its stores across the U.S. On Pandora's part, the company has created custom content stations for brands before, but this is the first time the music service has been able to showcase branded radio stations in a brick-and-mortar environment.

"Music offers a meaningful opportunity to engage with consumers. It can be an integral part of a brand's identity. And it's the kind of expression that crosses platforms and venues," says Melissa Waters, vice president of brand marketing at Pandora. "There shouldn't be a wall between physical and digital brand expressions."

Peet's will own four branded Pandora radio stations - Eclectic Classical, Jazz Giants, Origins, and Melodic Indie. All tracks are curated by Peet's music aficionado Patrick Main. The branded stations will be set up at Peet's stores within the next month.

Pandora tells ClickZ that there's display advertising being served on the Pandora desktop and mobile application, but there won't be any audio ads to interrupt the listening experience in-store. In addition, the agreement doesn't support promotion for CDs or music downloads.

"The ability to bring personalized radio into so many different environments is something we are really excited about," Waters says. "Our partnership with Peet's is an example of we how we can use the technology to create meaningful experiences for brands."

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Yuyu Chen

Yuyu Chen is a junior reporter at ClickZ. Her work has appeared in Local East Village, New York Daily News and Brooklyn Chamber of Commerce website. Yuyu received her M.A. in Business and Economic Reporting from New York University in May, 2013.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...