The redesigned mobile experience that music-streaming platform Pandora began rolling out in October is now available globally, and the company is promoting its availability with what it is calling its “most ambitious marketing campaign ever.”
For You, a new destination within Pandora’s mobile application, is a personalized, dynamically updating discovery feed providing new, custom-curated recommendations for music and podcasts based on each user’s unique listening history, the day of the week and the time of day.
Modules are created for each user in over 35 categories such as Moods, Decades and Artists on the Rise, and they are populated based on users’ unique interests, content they have engaged with the most and likes or dislikes based on what they have thumbed-up or thumbed-down.
And listeners on Pandora’s free ad-supported tier and Pandora Plus can gain access to Pandora Premium content surfaced in For You by viewing short video ads.
Pandora Modes, which debuted on the web in March, is now part of the mobile app.
The feature enables people to control the types of songs played on their Pandora Stations via selectable modes such as: Crowd Faves, which serves up the songs that are most liked by other listeners; Artist Only, songs only by the station artist; and Discovery, which brings up more songs by artists that aren’t usually played on those stations.
Pandora said in a release, “The new features are designed to enhance discovery and give listeners exposure to Pandora’s vast library of on-demand music and podcasts, personalized content recommendations and a wide selection of unique programming across all tiers of service: free ad-supported, Pandora Plus or Pandora Premium. The features light-up alongside a sweeping, multichannel brand campaign that boldly weaves music, humor and a vibrant new visual identity into a fresh narrative for the beloved streaming leader.”
SiriusXM/Pandora chief marketing officer Denise Karkos said in the release, “This campaign captures the excitement we see when our users open the new Pandora app and discover that the listening experience they’ve always loved is now even bigger, better and more in tune with the things they love and the way they live. Already, we’ve seen twice as much engagement with the new ‘For You’ discovery feed than the traditional Browse feature it replaced, with listeners enjoying access to more of Pandora’s vast catalog of on-demand content than ever before.”
Pandora vice president of brand marketing, creative and communications Brad Minor added, “This campaign is all about showing our listeners that Pandora is still the service they know and love, but it looks and feels a whole lot different—a whole lot better. The product is at the center, and we are highlighting the personalized, on-demand content Pandora users want, but may not know we have. We’re celebrating our listeners in their everyday lives and demonstrating how Pandora has the unique ability to transform each moment by adding the exact right soundtrack at the exact right time.”