Company: Pandora Internet Radio
Agency: Twofifteenmccann Agency
Research Methodologies: Social Listening, Interview, Desk Research, Quantitative & Qualitative Research
Execution: An interactive experience engages existing millennial Pandora Internet Radio users when they are on a road trip.
Objective 1
Get millennials to choose Pandora over other streaming music apps.
Objective 2
Get millennials to utilize and understand the “Thumbs Up & Thumbs Down” feature to enhance their Pandora experience.
Objective 3
Utilize storytelling to reach these goals.
Creative Brief
Are you ready for #wanderfest?
Create an interactive experience that engages existing millennial Pandora Radio users and sparks the interest of the new user, while simultaneously engaging them through the thumbs up/thumbs down feature.
Road Trip Idea
Who Are Millennials?
Millennials 22–24
During our research, we discovered that millennials 18–33 should be split into 3 different segments and genders. Vast differences related to lifestyle, occupation, goals, social media trends, and overall maturity for millennials, we focus on the groups’ ages 22–24.
Goal
Our goal was to discover the commonalities between these segments and think of a solution that would actively engage and interest them.
Simmons OneView:
Males 22–24
Males, age 22–24, are 10% more likely than the general population to listen to the radio Monday through Sunday from 7 pm to midnight.
Females 22–24
Females, age 22–24, are 147% more likely than the general population to listen to the radio Monday through Friday from 7 pm to midnight.
Persona one: Whitney
“Remember why you’re here.”
Profile
Female
Age: 23-year-old
Marital Status: Married, no children
Occupation: Freelancer
HHI: 55,000
Born: New York
Lives: Chicago
Education: BA, industrial design
Personality: Friendly, sociable, eco-friendly
Hobbies: Painting, making desserts, music
Love: Food, travel, shopping, dog
Chicago Chorus Group member
HER Music Style
She listens to music while working.
Music triggers her thought process, giving her inspiration.
She usually plays music when painting, working, and thinking.
Personality
She’s artistic and curious about the world.
She loves to get lost and discover new places.
She always has her camera with her in case inspiration strikes.
Tech
Technical Level: Expert
Primary Device: iPhone 6, Macbook pro
Social Media
Social Media: Savvy
Primary Social Media: IG, FB, PIN
Goals
Engage with the community
Earn a master degree
Career oriented
Observe society
Be inspired by art
Happiness
Needs
Access to the Internet
Personalization
Individuality
Customized products
Attributes
Creative
Tech-savvy
Social listener
Decisive
Music is part of life
Persona two: Ernesto
“Work hard and play harder.”
Profile
Male
Age: 24-year-old
Marital Status: In a new relationship, not ready to settle
Occupation: Mercedes-Benz salesperson
HHI: 60,000
Born: Arizona
Lives: Texas
Education: BA, business
Personality: Adrenaline junkie, status seeker, driven
Hobbies: Road trips, MMA, live entertainment, yoga pants enthusiast
HIS Music Style
Exercising daily, he rotates between Spotify, YouTube, and Pandora during his workout. His listening mood while driving includes Dub-step, Jay-z, Calle 13, and Drake. His best friend Jax, a part-time DJ ensures he’s up on new beats.
Personality
He’s charismatic and persuasive.
He thinks his current girlfriend Cristela is wifey material because she’s independent and smarter than he is.
He enjoys the adrenaline rush while sparing MMA.
Tech
Technical Level: Intermediate
Primary Device: iPhone 6, Sony Vaio laptop
Social Media
Social Media: Savvy
Primary Social Media: IG, FB
Goals
Double monthly car sales quotas
Save enough to buy a house
Pay off car
Buy a boat
Settle down in 10 years
Become a semi-pro MMA fighter
Needs
Music as motivation, mood stabilizer
Steady income
New experiences to break work monotony
To socialize with friends, family, and girlfriend
Attributes
Trend conscience
Assertive planner
Wanderlust enthusiast
Easily bored
Current Marketing Comparison
Competitors: iHeart Radio, Spotify
Keywords Combination Analysis
Reached Twitter Account Research
Pandora Radio
By using Tweetreach, we can see how many people “Pandora Radio,” reaches, Pandora’s impressions, and the Twitter activity at different times.
Accounts Reached
Pandora Radio reached 407,711 accounts on Twitter, most of the Tweets were by the accounts with around 10k followers.T
Time
On Mar. 27, 2015, the peak time these people were reached was about 8:51 pm.
Hashtag: #coachella, #SXSW
#coachella
The biggest music festival for the millennials is Coachella; also it shows the power of their hashtags.
Accounts Reached
It reached 2,324,962 accounts on Twitter and the majority of these people had around 1k followers.
Contributors
The top two contributors are billboards and couponers united. For example billboard, one post can reach more than 2M followers.
#SXSW
The other popular festival event for the millennials is SXSW.
Accounts Reached
The accounts reached 208,942, and most of them are people, who have around 10K followers.
Contributors
The top two contributors are kvue and only1noah. Their one post can have more than 60K impressions on Twitter.
What's the Connection between "Music, Memory and Emotion?"
“On average, 30% of the presented songs evoke autobiographical memories. Most songs also evoked various strong emotions, which were mainly positive ones such as nostalgia.”
“Randomness in music has been linked to an increase in dopamine. The predictable playlist can make users’ favorite songs seem mundane and “create a rut.” Having a perfect song randomly on the shuffle mode will give users lucky “Jackpot” feelings of reward.”
“This morning, I was standing in line at the convenience store and the song Please Come to Boston from 1974 came on in the background. I hadn’t heard this song in years. Suddenly, I was overcome by flashbacks of people, places, and strong emotions linked to that song from many stages of my life. In particular, the song reminded me of someone that I fell in love with during my adolescence.”
References
Keyword Tool: http://keywordtool.io
Talkwalker: http://www.talkwalker.com/en/social-media-analytics-search/
Tweetreach: https://tweetreach.com/reports/13418489
Youtube Trends Map: https://www.youtube.com/trendsmap
Urban Dictionary: http://www.urbandictionary.com/define.php?term=Sugar+Butt
Twitter: http://twitter.com
Links:
https://www.psychologytoday.com/blog/the-athletes-way/201312/why-do-the-songs-your-past-evoke-such-vivid-memories
https://www.psychologytoday.com/blog/the-athletes-way/201212/the-neuroscience-music-mindset-and-motivation
http://www.ncbi.nlm.nih.gov/pmc/articles/PMC2776393/
http://www.foxnews.com/travel/2014/06/18/10-travel-tips-for-planning-road-trip/
https://www.yahoo.com/travel/best-road-trip-travel-apps-c1412204165806/photo-audible-photo-1412204135536.htmlArticles
“10 essentials to avoid a disastrous road trip,” Fox News, June 18, 2014.
“15 apps for the best road trip of your life,” Yahoo.