Temperatures may still be chilly, but Pandora is ringing in spring with the latest seasonal installment of its “Sound On” brand campaign, meant to help listeners “discover the unique sounds that transport them from winter hibernation to spring exploration.”
The multichannel campaign will run in six markets for 12 weeks, and includes outdoor murals, music festival activations and more. And it will feature an A-list slate of artists like Jonas Brothers, Maren Morris, Bebe Rexha, Khalid, 2 Chainz, John Legend and Becky G.
“Our brand mission is to connect listeners with the music and audio content they love to help them live their lives at full volume,” said Brad Minor, vp of brand marketing and communications at Pandora. “This campaign brings that notion to life by showcasing how universal life moments can be deeply enhanced with the right soundtrack.”
Pandora’s in-house creative team designed approximately 1,100 components for the campaign, including 500 live board screens spread across New York City subway terminals, 75 bus shelters in San Francisco and 72 screens overtaking New York City’s Oculus station. Other outdoor placements will be featured in Atlanta, Miami, Nashville and Oakland.
Listeners can also expect weekly spring-themed Pandora playlists curated by social media influencers, as well as “Sound On” activations at this summer’s Stagecoach and Hangout Music Festivals and even private concerts featuring artists from the campaign.
The spring edition marks the second iteration of Pandora’s “Sound On” initiative, which kicked off with in November 2018 with similar components focused on holiday travel.
“Our inaugural ‘Sound On’ campaign centered on holiday travel and the ways music and sound can help you escape a mundane physical space — like a crowded airport or delayed train,” added Lauren Nagel, vp and executive creative director at Pandora. “Building on that idea of transformation, our spring campaign amplifies the emotional hallmarks of the spring season: renewal, inspiration, and what we do best: discovery.”
For the spring version, “Sound On” will also feature integrations with Facebook, Hulu, Instagram, Snapchat and Twitter. And this time around, Pandora unveiled its first-ever sonic logo, which can be heard throughout the campaign.