Best Music Integrated Ad Campaign

Ford approached Pandora looking for an interactive, artist-based consumer experience that would help drive brand awareness and strengthen the brand's relationship with country music fans.

To achieve these campaign objectives, Pandora created a first of its kind experience: Country Built, a Custom Content Station centered around country music, designed to attract and engage Ford’s target audience. With a robust content refresh strategy reflecting the past, present and future of Country music, the program brings personal music discovery to life, providing a 360-degree brand experience.

Like Ford trucks, the genre of Country music exemplifies the principles of the brand - built tough and built to last - paying respect to the grit and endurance that shaped the sounds of Country music. Running from June to December 2015, Country Built celebrates the genre’s riveting history, while highlighting select, next-generation artists through:
• Narrative from Alternative-Country singer-songwriter, Otis Gibbs
• Custom-curated mixtapes
• Audio Interviews
• Exclusive performances
• Behind-the-scenes studio recordings
• Contextual in-station ads from Ford F-150

Ford was successful in achieving its campaign goals, with over 1.7 million listeners engaging with the station. Country Built listeners are now more likely to associate Ford with country music than any other truck brand.

Contributors:

PANDORA MEDIA, INC.

Location: USA