Digital MarketingStrategiesPandora Brings Branded Radio Stations In-Store

Pandora Brings Branded Radio Stations In-Store

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.”

Related Articles

You need quiet to plan strategy; here's how to get it

Insights You need quiet to plan strategy; here's how to get it

7m Ryan Phelan
Q&A: EditorEye’s Nick Gregg on how to stay ahead of the curve as a marketer

Analytics Q&A: EditorEye’s Nick Gregg on how to stay ahead of the curve as a marketer

1y Guest Writer
Seven ways to future-proof your digital strategy

Asia Seven ways to future-proof your digital strategy

1y Sophie Loras
How brands in Hong Kong are cashing in on Pokémon GO

Asia How brands in Hong Kong are cashing in on Pokémon GO

1y Sophie Loras
What's so great about digital marketing anyway?

Asia What's so great about digital marketing anyway?

1y Sophie Loras
How do I use ecommerce to get my product into China?

Asia How do I use ecommerce to get my product into China?

1y Sophie Loras
The Digital Arms Race in San Francisco: New speakers, new formats, new events

Conference Coverage The Digital Arms Race in San Francisco: New speakers, new formats, new events

1y Mike O'Brien
Five ways sales can work with marketing for better results

Asia Five ways sales can work with marketing for better results

1y Sophie Loras