Sarah Bild, Sr. Marketing Manager - Gatorade, PepsiCo, and Kim Luegers, Director of Mobile, Pandora, share how they reached Millennials through music to help launch the new G Series product line.
1. Gatorade and Pandora Collaborate to Reach
and Engage Millennials on Mobile
Kim Luegers, Director of Mobile, Pandora
Sarah Bild, Digital Senior Manager, Gatorade
@Gatorade, @Pandora_Radio
Event hashtag #MobiU2012
Presented by the Heartland Mobile Council
2. #MobiU2012, @Gatorade, @Pandora_Radio
Pandora’s Mission: Redefining Radio
• Connect people with music they love
• Help people discover new music
• Personalize the experience
• Create positive bonds
between brands, bands
and fans
Genome Pic:
2 Sven Geier
3. #MobiU2012, @Gatorade, @Pandora_Radio
Pandora is Part of Listeners’ Daily Routine
6:30am:
Waking Up
8pm: Evening
at Home 8am: Commuting
9-5pm: Workplace
6pm: On the Go
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5. #MobiU2012, @Gatorade, @Pandora_Radio
The Teen Beat
• Today’s teens are
extremely diverse but a
few things remain
consistent. They…
• Crave social connection with
nearly 80% using social networks
or blogs.*
• Are mobile natives - more than
80% own a phone.**
• Wield $200 billion in spending
power.***
Sources: *Nielsen, June 2011;
**eMarketer, January 2011;
5 ***Research and Markets 2011, Piper Jaffray
6. #MobiU2012, @Gatorade, @Pandora_Radio
Mobile Ads Influence Shopping
194%
Mobile Advertising is 194% more likely to influence Brand
selection (when shopping) among Millennials.
Source: SymphonyIRI “Millennial Shoppers: Tapping into the Next Growth Segment” July 2012
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7. #MobiU2012, @Gatorade, @Pandora_Radio
Teens Love Pandora
91%
Teen listeners consider Pandora
their go-to music service
Source: Pandora User Study, August 2012
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8. #MobiU2012, @Gatorade, @Pandora_Radio
Teens Are
Vocal and Social
80% 2 2 1
Verbally recommend products Index
or brand Access a Social
to others Networking site or blog almost
every day
Source: *Pandora User Study, August 2012; **MobiLens, July 2012
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12. Hyper-targeted
Program
Mix Tapes
• G occasion stations
• Experience integration of
benefits
• Targeted ad units
13. #MobiU2012, @Gatorade, @Pandora_Radio
Gatorade G Series: Results
Throughout the 2-month campaign, Gatorade received:
485,000+ Station Adds
•3rd overall when compared to all Pandora campaigns January–August 2012
519,000+ Total Listening Hours
•4th overall when compared to all Pandora campaigns January–August 2012
•That’s more than 21,000 days of listening! On average, users spent 60 minutes
listening to the G Series mixtapes.
96%
•of station adds and listening hours was driven by mobile
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14. #MobiU2012, @Gatorade, @Pandora_Radio
Gatorade G Series: Key Takeaways
The results of Gatorade’s teen G Series campaign
clearly show that:
•Pandora provides an active and engaged teen audience.
•Teens on Pandora become highly attracted to and engaged
with brands when they are provided with valuable content -
in this case, a mixtape.
•With mobile leading the way against Gatorade’s success
metrics, we proved how crucial our mobile platform is for
teen-targeted campaigns.
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16. #MobiU2012, @Gatorade, @Pandora_Radio
The Pandora Precision Targeting Platform
• A multi-faceted approach to precisely reaching your audience through…
Audience Segmentations
Registration Engagement Interest
(examples)
AGE GENDER PLAY PAUSE ARTIST ETHNICITY HHI
SKIP VOLUME AUTO
PARENTS INTENDERS
GEO
GENRE
STATION THUMB
CHANGE UP/DOWN GAMING ENTERTAINMENT
ENTHUSIASTS ENTHUSIASTS
Audience Segments: Hispanic, African-American, Parents, Auto Purchase Intenders, High Household Income,
Low Household Income, Business Influencers, Small/Medium Business Owners, Home Entertainment
Enthusiasts, Movie Goers, Marital Status: Single, Tech Enthusiasts, Video Game Enthusiasts, College Graduates,
Home Owners, Democratic Political Party Affiliation, Republican Political Party Affiliation, Independent
Political Party Affiliation
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Notes de l'éditeur
We ’re taking the best of broadcast and digital platforms to redefine radio and the relationships between artists, listeners, and brands. We help people discover/rediscover the music they love. Make radio personalized, giving the listener control and the ability to decide what music they want to hear. (It ’s not about control, that’s on-demand. It’s about personalization and making it simple for consumers.) Elicit a musician ’s middle class where unnamed bands can play along side with top artist, connecting with new fans.
Reaching users without boundaries is easy with Pandora ’s multi-platform radio and display ads. Pandora follows consumer behaviors and is accessible anywhere consumers go. Consumers continuously listen to Pandora throughout the day across: more than 400 CE Devices 16 Major Automotive brands BMW, MINI, Buick, Cadillac, Chevrolet, GMC, Honda, Ford, Lincoln, Mercedes-Benz, Hyundai, Lexus, Toyota and Scion 7 aftermarket manufacturers: Alpine Electronics, Clarion, JVC, Kenwood, Pioneer and Sony. CE and Tablets dominate weekend listening hours.
Set up: Brand Challenge – get teens to care about nutrition as part of their fueling. Occasions are a challenge…they don’t understand importance of sports fuel… and furthermore don’t understand the need for different benefits for before, during and after
Key insight about listening to music, etc. Relevant engagement: reaching teens in the activities and experiences they are already doing – veggies in ice cream In season creates lots of opportunities to reach athletes when they are at school, in games, programs are an easy fit. Tougher to reach them during the off-season and in the summer months. We knew music is a place where they are always engaged.
Pandora lended the opportunity to create a hyper targeted program to reach our audience and reach our goals. Custom stations related to the need states (prime, perform, recover) allowed us to make sure we served relevant product information during the time we knew they were in the mindset to receive it (i.e. prime – getting ready for a work out) We then were able to integrate product benefits throughout the experience: i.e. skins, hyper targeted ad messaging, etc.