Pandora has built fitness-themed stations as part of a campaign for the Gatorade-owned Propel brand that offer users who listen to free streams the ability to listen to a select tracks on-demand indefinitely.
“It’s the first time that we’ve ever used fitness influencers to actually curate the sounds of these stations,” Susan Panico, SVP of Strategic Solutions at Pandora told AdWeek. She added that this the first time on-demand streaming has been built into an ad since Pandora’s subscription service launched late last year. “Each fitness influencer helped curate their own station. On top of that we leveraged the Music Genome to flush out that experience.”
Musician Jessie J also wrote a custom song for the campaign called “Get Ugly.” While listening to a Pandora Propel station, a “power up” button appears on the screen that lets users save that song and another “power up” playlisted song to listen to on-demand. Display and audio ads for Propel will also run in each station.
“This is something a little new for us,” said Hardy. “We don’t always have music partnerships permeate into the offline channel but this was one great way where we could offer shoppers ad-free music on Pandora Plus. It’s a very easy way for us to integrate and bring that music into the offline and retail space.”