At Pandora, we are always looking to connect bands, brands and fans in new and exciting ways. One way we do this is by creating custom programs for our advertisers that tap into the power of music to make emotional connections with our listeners. So, when Saatchi & Saatchi came to us in spring of 2013 looking for a fun, social and artist-based consumer experience to help drive purchase intent and brand awareness for Toyota, we jumped at the opportunity.
The result was Toyota Sessions, a fully customized Toyota-branded station on Pandora. Together, Saatchi & Saatchi, Toyota and Pandora created a unique experience that allows listeners to go beyond the music and get up-close and personal with exclusive stories from emerging artists. When a listener adds the Toyota Sessions station, they enjoy in-depth audio interviews with the artists, exclusive live tracks and behind-the-scenes videos of intimate performances. The program also bridged online with the real world through live performances of featured artists in key markets across the country
Audio makes it a music moment
On Toyota Sessions, audio is front-and-center, redefining the possibilities of custom content to tell a story within a station destination. The audio interviews are the focal point for each band’s Toyota Sessions station. These are released in a series of four to six episodes that launch weekly, creating a natural storyline for listeners to follow. Combined with exclusive video content from the band, users get to know these artists on a personal level—no matter if the artist is a past favorite or a new discovery.
This program encompasses everything Pandora is about: giving listeners the opportunity to connect with the music they love on a personal level, while also giving the brand the opportunity to create a memorable and meaningful ongoing connection with their consumer. Featured artists have included St. Lucia, Nick Waterhouse, Johnnyswim, Mandolin Orange, Nico Vega and other great emerging acts.
Check out Toyota Sessions now and be sure to stay tuned in to catch all seven artists.
To learn how you can reach your audience through a custom program designed exclusively around your brand, contact your Pandora rep today or give us your contact information here and we’ll be in touch.