If you use the music app Pandora then you are familiar with the thumbs-up and thumbs-down method of indicating whether or not you like a song. Working with TwoFifteenMccann and playing off this simple interaction, Pandora has launched a new campaign entitled #ThumbMoments.
Earlier this month, fans who gave a thumbs-up to a song by electronic dance music violinist Lindsey Stirling had their music listening experience interrupted and were surprised with an invitation to video chat with Stirling and experience a personal, one-on-one, live-streamed concert from the artist.
During the performance, the listener could control the lights by holding up a colored piece of paper to change the colors of the lights or wave a hand to have the lights move from one side of the performance space to the other.
Over the course of several hours, Stirling surprised seven lucky Pandora users with personal performances. The performances form the basis of additional videos which will air as commercials in the coming weeks. Five million will be spent on online advertising and will include Buzzfeed, Facebook and Twitter.
Of the personalized approach the campaign took, Pandora CMO Simon Fleming-Wood said, “We wanted to create an approach that was both innovative and thought provoking, but that also demonstrated the power of this personalization to create magic moments for our listeners. So this is sort of an extreme example of the delight that Pandora creates for 25 million-plus people every day.”
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