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Pandora
"Find Your Sound"
// Social Media, Out of Home, Event, Branded Content, Branded Video, App Design
Pandora is a music streaming app geared entirely around the user. Pandora utilizes their own technology lovingly dubbed "The Music Genome Project" in order to track the likes and dislikes from users on radios and push artists and songs that match their "vibe." For this campaign, Pandora uplifts their "Music Genome Project" with fun video, out of home content, as well as a collaboration with one of the most popular music festivals in America, Firelfly Music Festival in Dover, Delaware. Their takeover truly highlights the personalization of Pandora.
// Art Director, Designer, Copywriter
Phase One: Updated Pandora App Layout
The updated Pandora app acts to make the app more accessible and clean, similar to its main competitor - Spotify. The new app does more to create consistency in the brand while also providing more in-depth explanation on the Music Genome Project - the highlight of Pandora for users.
Phase Two: Youtube Branded Video
The Pandora Youtube advert highlights the user's ability to have choice and a personalized experience on the app, while also providing information on the Music Genome Project and the extensive music library also offered on the app.
Phase Three: Out of Home Branded Video Subway Station Billboard
The branded subway billboard aims to hit potential users as people on their way to destinations. As 77% of listeners find that music is a great travel companion (SiriusXM report). The silent billboard cycles and appears right outside of the train car doors to command attention.
Out of Home Branded Subway Station Billboard
The train car billboard extends the link to travel, giving a brief description of the Music Genome Project and providing a QR code that links directly to a website explaining the app's capabilities in personalization.
Phase Four: Instagram Branded Video Story
Phase Five: Out of Home Billboard
The Pandora video story continues the job of the Youtube video, showing users in their own world while they listen to personalized music that helps them proceed through their day.
The Pandora "Find Your Sound" billboard is a minimalist call-to-action for users to find new and old favorites with the help of the Pandora Music App.
Phase Six: FIREFLY x PANDORA
Firefly Music Festival is a 4 day event taking place in Dover, Delaware. Over 100 bands perform throughout the event across seven different stages. Yearly lineups feature every type of music from indie to EDM, attracting a wide, unique range of fans. Held at Dover International Speedway, the expansive grounds include a silent disco experience, restaurants, bars, a market, and even campsites.
Instagram Firefly Announcement
This initial post can be collaborative or a one-off on the Instagram account, but it acts to announce and create buzz around Pandora's existence at the upcoming festival. At the end of the carousel post, events and things to expect are highlighted as well to drum up excitement.
Instagram Firefly Reminder
The reminder post features a photo from the festival along with the tagline of the campaign, keeping festival attendees aware of Pandora's capabilities.
Firefly x Pandora Music Genome Experience
The Pandora Experience at the festival helps attendees create their ideal lineup based on favorite artists, finding them new bands to check out while on the grounds and pulling together the perfect day to maximize attendee experience.
The Thicket Silent Disco Sponsored by Pandora
The Thicket is the location of the Silent Disco at the festival. Every year it's sponsored by a big brand and Pandora is the perfect fit. As a music streaming service, Pandora highlights the ability to dance to the beat of your own drum.
The Thicket Silent Disco Branded Headphones
Within the silent disco, attendees will be given Pandora branded headphones that fit the pandora theming, further instilling the idea that Pandora's DJ abilities allow you to have a handle on your own experience.
Pandora Branded Music Genome Photobooth
The Pandora branded Music Genome photobooth highlights the new app layout and creates a cute keepsake for festival attendees. With this photobooth, you can listen to your favorite music while taking festival photos you'll remember forever.
Pandora Drink Tent with QR Code to Menu
The Pandora drink tent provides themed drinks that remind the user of Pandora music, all within an eye-catching tent within the food and drink tents at the festival. The drink menu can be conveniently accessed by scanning the QR codes on the inside of the tent.
Pandora Drink Menu
This menu is accessed through the drink tent, featuring two Pandora mixed drinks for purchase and a description of The Music Genome Project, drawing attendees in while they wait for their drinks.
Pandora Branded Reusable Cups
Pandora reusable cups will be provided at the event as a cute keepsake as well as a brand recognition opportunity, as people will be drawn to the drink tent as they see the reusable cups around festival grounds. On the bottom is a QR code that leads to the Music Genome Project page, keeping it constantly accessible to curious attendees.
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