Pandora
Fun doesn’t hold back when it’s favorite song comes on the radio.
Task
Make Pandora radio relevant to millennials when they have more music choices than ever.
Results
Thumbprint Radio was Pandora’s most listened to radio station with 20 million listeners, and over 5.5 billion spins.
Thumbprint Radio is a new station built on all of the songs users have thumbed, where every song is a favorite. We developed this multi-touch campaign to generate buzz around the new feature, leveraging that visceral moment when a favorite song comes on the radio, the ‘That’s My S*#%!’ moment. What started as a small social campaign, ended up becoming the company’s brand campaign across all channels.