As a marketer, you’re always looking for new ways of connecting your brand with your customers. Music is a huge opportunity for your brand to achieve that. At Raven and Finch we constantly monitor inspiring examples of brands that use the opportunity of music. Here are some of the latest cases of brands using music to boost customer engagement, brand awareness and drive sales.

1. ENRICHING EXPERIENCES
WITH MUSIC –
OPPORTUNITIES FOR BRANDS
A Raven and Finch Report – March 2016

2. #1 UBER AND THE MUSIC HONEYPOT
CONTENT
How Uber uses music to gather data for a more personalized customer experience.
Building a Spotify based music Eco-System
#2 MUSIC TASTE MAKER STARBUCKS
Driving sales by enriching mobile with music
#3 AMERICAN EAGLE OUTFITTERS

3. MUSIC IS BECOMING AN
EFFECTIVE TOOL FOR
MARKETEERS.

4. MUSIC IS AN OPPORTUNITY
TO ENHANCE EXPERIENCES,
COMMUNICATE MORE
MEANINGFULLY AND DRIVE
SALES.

5. The following examples show cases of
how brands can use music as opportunity
to boost customer engagement, brand
awareness and drive sales.

6. How Uber uses music to gather data for a more
personalized customer experience.
#1
UBER AND THE MUSIC
HONEYPOT

7. AS PART OF UBER’S „TRIP
EXPERIENCES“ THE BRAND
GIVES YOU MUSIC WHILE
YOU’RE ON YOUR TRIP.

8. BESIDES MAKING THE
DRIVE MORE ENJOYABLE,
UBER IS USING MUSIC AS
AN INCENTIVE FOR
GAINING PERSONAL
DATA .

9. BRANDS NEED TO GET
GOOD QUALITATIVE DATA
ABOUT THEIR CUSTOMERS,
TO DELIVER GREAT
PERSONALIZED
INTERACTIONS.

10. STREAMING MUSIC WITHIN
THE APP ACTS AS A
‘HONEYPOT’ TO OBTAIN
INSIGHTS NEEDED TO
PROFILE SPECIFICALLY
EACH CUSTOMER.

11. MUSIC CAN BE AN
ENABLER FOR BRAND
STRATEGIES, THAT LEAD TO
CUSTOMER-DRIVEN BRAND
INTERACTIONS.

12. UBER IS USING THIS
CUSTOMER DATA AS THE
BASIS FOR GREAT
PERSONALIZED BRAND
EXPERIENCES BASED ON
CUSTOMERS PROFILES.

13. Do you know enough about your
customers in order to deliver a
highly personalized music
experience that makes people
interact with your brand on a
frequent, useful and relevant basis?
Q U E S T I O N # 1

14. CLICK TO FIND OUT
MORE ABOUT UBER
AND SPOTIFY

15. Building a Spotify based music Eco-System
#2
MUSIC TASTE MAKER
STARBUCKS

16. MUSIC HAS PLAYED A VITAL
ROLE IN STARBUCKS THIRD
PLACE EXPERIENCE.

17. THEREFORE STARBUCKS HAS
ALWAYS BEEN WORKING
CLOSELY WITH THE MUSIC
INDUSTRY.

18. BESIDES MAKING GREAT
COFFEE, THEY HAVE BECOME
A MUSIC TASTE MAKER FOR
MANY OF THEIR CUSTOMERS.

19. THEY NOW ADAPT TO
TODAY’S WAY OF LISTENING
TO MUSIC BY PARTNERING
WITH SPOTIFY.

20. TOGETHER WITH THE
STREAMING SERVICE THEY
BUILT A FIRST-OF-ITS-KIND
MUSIC ECOSYSTEM.

21. CUSTOMERS CAN SAVE
SONGS THEY HEAR IN THE
STARBUCKS COFFEEHOUSES
TO THEIR OWN SPOTIFY
PLAYLISTS.

22. STARBUCKS IS USING THE
OPPORTUNITY OF MUSIC TO
BOOST STARBUCKS MOBILE
APP USAGE AND SIGN-UPS
FOR SPOTIFY’S MUSIC
SERVICE.

23. Does your brand’s retail strategy
have a music dimension that
makes people interact with your
brand on a frequent, useful and
relevant basis?
Q U E S T I O N # 2

24. CLICK TO ABOUT
STARBUCKS SPOTIFY
COOP ON
TECHCRUNCH

25. Driving sales by enriching mobile with music
#3
AMERICAN EAGLE OUTFITTERS

26. AMERICAN EAGLE
OUTFITTERS EXPANDED
THEIR MUSIC STRATEGY
FROM THE SHOPS TO THEIR
IN-APP SHOPPING
EXPERIENCES.

27. USING IN-APP MUSIC
STREAMING THEY KEPT
CUSTOMERS SHOPPING
LONGER AND CREATED
MORE RETURNING
CUSTOMERS.

28. LONGER
3X
In-app music kept customers 3
times longer shopping within the
app.
DOUBLED
2X
The amount of customers
returning within 30 days doubled
with in-app music.
source: http://www.mobilemarketer.com/cms/news/music/20964.html

29. THE BRAND UPDATED THE
PLAYLISTS ON THE BASIS OF
THEIR CUSTOMERS
FEEDBACK TO IMPROVE THE
SHOPPING EXPERIENCE.

30. AMERICAN EAGLE
UNDERSTOOD THAT MUSIC
IS A GREAT WAY TO
ENGAGE WITH CUSTOMERS
IN A MEANINGFUL MANNER.

31. MUSIC IS AN EFFECTIVE WAY
OF COMMUNICATING AND
GIVING CUSTOMERS AN
ADDITIONAL REASON TO
DOWNLOAD THE APP.

32. Does your brand’s mobile
shopping experience have a music
dimension that makes people shop
longer and return more frequently
to the online-store?
Q U E S T I O N # 3

33. CLICK TO LISTEN TO
AEO CURATED MUSIC
PLAYLISTS

34. http://popsop.com/wp-content/uploads/Screen-Shot-2015-07-30-at-1.50.58-PM.png
Contact us for a free 1 hour inspiration and information
session with Raven and Finch.
Raven and Finch consults brands on creating opportunities
with sounds. We compose and produce sound experiences for
branding, communication and interaction.
BOOK A FREE
INSPIRATION SESSION

35. If you want to find out how music and sound is an opportunity for
your brand or product, feel free to get in touch with us at
office@ravenandfinch.com
M U S I C O P P O R T U N I T I E S F O R
Y O U R B R A N D
M A X K I C K I N G E R
Max Kickinger is CEO of Raven and Finch
Images:
slides 6-12: Uber
slide 21-28: Starbucks
slide 31-37: American Eagle