To promote Intel's new product, the Ultrabook, we partnered with Pandora to engage our target. Intel’s ‘Inside the Music’ program gave Pandora users the first-ever opportunity to understand how Pandora serves up its tracks, lifting the hood on the Music Genome (Pandora's proprietary taxonomy of music DNA). When users “thumbed-up" a track, they were served an Intel branded message promoting a mini-site experience where they could explore six different genres of music. The site featured audio featurettes, interactive pop-ups, and demos - all explaining how Pandora serves its music. For the first time, listeners could launch Ultrabook-branded Pandora stations based on precise song attributes like guitar effects and vocal harmonies. While users were discovering the DNA of the music they loved, they were also discovering the DNA of the Ultrabook. Videos, experiences, images and links to Intel.com were woven naturally into the experience.Since the campaign launched in April 2012 there have been 400k unique visitors to ‘Inside the Music’. Over 18k audio featurettes have been played, 13K Ultrabook branded radio stations created and 23K views of the Intel Ultrbook video advert have taken place. Impressively, the average time spent in the hub environment is 11 minutes, far above the average of previous environments Intel has created. Using analytical data we can also see that our visitors are extremely engaged. Users who have interacted with ‘Inside the music’ are 200% more likely to click through to Intel.com vs. users who viewed standard digital messaging. This was a media first and a first for Pandora. Intel was able to partner with Pandora to deliver a perfect synergy between content and advertising. In the end the consumer was rewarded with a fantastic user experience while simultaneously educated about the benefits of the Ultrabook.
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