The personalized service is a great use of innovative ideas to connect fans with the team.
In an all-star match up, Pandora, the leading personalized radio service, and the Los Angeles Kings of the National Hockey League announced the launch of a highly targeted and localized advertising campaign "Be Part of the Pride," starting today.
With this breakaway move, the Kings are the first professional sports team to use the multi-platform, targeted reach of Pandora to help them create and disseminate a mixtape of the team's favorite music to connect with enthusiastic fans.
Kings players Ryan Smyth, Jarret Stoll, Rob Scuderi, Jack Johnson, Brad Richardson, Peter Harrold, Davis Drewiske, Kevin Westgarth and Jonathan Bernier provided Pandora with a list of their favorite songs that were combined into a mixtape that fans can add to their stations on Pandora. The creative campaign will run on the Pandora website and mobile phone application, targeting men 25 - 49 in the Los Angeles area.
"The LA King's campaign focus, 'A Plan for Every Fan,' is in-line with the personalization mission of Pandora, where radio stations are personalized to each individual taste and advertising campaigns are delivered to a brand's ideal demographic," said John Trimble, Pandora Chief Revenue Officer. "With this campaign, the LA Kings can reach their fans and encourage them to get in the game, wherever they may be - on the web or on-the-go with mobile."
"The LA Kings are excited to help create the first sports team-inspired Pandora music station," said Jonathan Lowe, Kings VP of Marketing. "We are populating the LA Kings mixtape with our players' favorite songs along with the most popular songs played during our Kings games at STAPLES Center. This partnership with Pandora represents our club's focus of looking to the Internet and technology to bringing innovative concepts to life, with the ultimate goal of enhancing our fans ability to connect with their favorite team."
Pandora advertising campaigns currently reach more than 60 million listeners on over 150 devices, including PCs, smartphones, the iPad and in-home connected devices such as televisions, BluRay players, table-top radios and digital media players.