Pandora (NYSE: P), the leading personalized radio service, and Mercedes-Benz today announced that they have partnered to feature Reba as a “Mom Who Rocks” and Javier Colon as a “Dad Who Rocks” in a national, cross-platform campaign, including web and mobile. The series can be found respectively at www.pandora.com/momswhorock and www.pandora.com/dadswhorock.
The series, presented by Mercedes-Benz, showcases exclusive video interviews and artist-curated “mix tapes” and is part of a comprehensive campaign to launch the all-new Mercedes-Benz 2012 M-Class. By utilizing Pandora’s hyper-targeting advertising platform, Mercedes-Benz was able to reach music-loving Moms and Dads that fall into their target demographic of tech savvy families, while offering Pandora listeners an inside look into the personal, professional, and musical lives of Reba and Javier as they describe what it’s like to be a parent who rocks.
Reba is featured in a four-part Moms Who Rock video series, where she discusses her music, her sources of inspiration, balancing her career with having kids, as well as her hometown of Nashville, Tennessee.
“It's important for me to connect with my fans in ways that touch their lives. Partnering with Pandora and Mercedes-Benz gave me a chance to talk about my favorite job of all, being a Mom and having a family,” said Reba.
In the “Dads Who Rock” series, Javier Colon, winner of NBC's The Voice, shares what drives and inspires him and what he learned from his early career struggles, as well as family inspiration and how he stays connected to his family while on the road. The captivating four-part video series strengthens Javier’s connection with his fans and like-minded Pandora users.
“Our work connecting bands, brands and fans is exciting and it’s great to see Mercedes-Benz seamlessly integrate into the Pandora listening experience to give listeners an inside look into their favorite artists,” said Heidi Browning, senior vice president of strategic solutions at Pandora. “This campaign is significant because we helped Mercedes-Benz align with artists that complement the brand’s overall campaign strategy and marketing goals.”
“We're excited to partner with Pandora leveraging its innovative platform and key listening base to help tell our story of safety and innovation,” stated Eric Jillard, department manger, digital marketing MBUSA. “This series fits right into our overall campaign which clarifies why the 2012 M-Class is the gold standard for active and discerning families on the go.”
Pandora offers a viable platform for brands to connect with their target audiences at scale. From web to mobile to hundreds of connected devices and cars, Pandora is everywhere people listen to music they love.