McDonald’s Australia and Pandora Internet Radio have partnered up giving McDonald’s customers access to great music this summer.
Consumers who purchase a $1 large Frozen Coke, from today and until January 17, can follow on-cup instructions to get a week’s free trial of Pandora One, Pandora’s ad-free subscription service. Customers are then also able to listen to one-of-four pre-programmed stations created specifically for McDonald’s by Pandora analysts.
Additionally, the Frozen Coke cups can be converted into speakers that amplify the sound of the four stations which are themed around rock, RnB, dance and hip-hop. The stations have been created by analysing listener data for the McDonald’s audience to give a listening experience tailored exclusively to key customers.
Jane Huxley, managing director, Pandora ANZ said of the collaboration, “This is an exciting partnership for Pandora’s presence here in Australia. Not only have we teamed up with one of the world’s largest brands, McDonald’s; we also have the great advantage of directly talking to a number of our key demographics through music that they love. In under two years, we have streamed over 190 million hours of music to Australian ears. With the help of this campaign, we’re excited to keep spreading the joy of discovering music on Internet radio.”
McDonald’s Australia, director of digital, Mark Wheeler said the new campaign would add to the fun of summer at Macca’s. “This partnership with Pandora Internet Radio is a part of our approach to engage our customers with great new content through their mobile phones,” Wheeler said. “Our customers are passionate about music, and through this partnership they can access great music tailored specifically for them.”
Roisin Thanisch, interactive director at OMD, said, “Millennials are renowned as being high rejecters of advertising, especially when it disrupts without value. OMD identified Pandora as a partner in the campaign due to their stronghold in mobile music streaming. Pandora has become the connector at every step of the consumer journey, bringing music to the Frozen Coke speaker cups and providing an enhanced listening experience with ongoing rewards.”
Throughout summer, consumers will also have the chance to win a number of prizes by sharing custom Pandora McDonald’s stations through the Facebook App.