SoundCloud Go Giveaway - A UK Media-First Opportunity
Provided by Soundcloud
Develop a music-led marketing strategy by being the FIRST ever brand to give the gift of music to millennials on SoundCloud
Tell us about the Opportunity / What is it?
SoundCloud is the most open and authentic, people-powered music streaming platform in the world. Through our community of creators, listeners and curators, we empower Millennial music fans to stay in tune with what's shaping music now and in the future.
In May we launched Soundcloud Go which gives subscribers access to millions more premium tracks, offline listening and an ad free experience.
Now, for the first time, we are offering a brand the chance to partner with Soundcloud Go by giving the gift of music and content as part of a music-led marketing strategy.
What is the Marketing Objective?
Thanks in part to mobile phones, sound is more popular than ever, especially with 16 - 35 year olds. Everywhere you look, everyone is listening to music and podcasts in every part of their everyday life, and the most popular free streaming service for doing this is SoundCloud. By partnering with us you will be the first ever brand to incorporate SoundCloud Go into your advertising and marketing strategy. This is an easy, standout and media-first way to develop a music-led strategy in a very uncluttered environment that has only featured advertising for 5 months.
How does it work?
A combination of fully branded, full screen interstitial display units and 30" audio ads will drive mass awareness of this giveaway. In addition to the positive sentiment this will generate, we anticipate a substantial amount of earned media coverage, and our PR team will work with you to maximise this opportunity. Partnership includes 10 weeks of activity kicking off in Q1, 2017. This could be scaled up across the year to include more giveaways and more tactical advertising opportunities at key times of the year.
Who's used it in the past?
This opportunity is a media first in the UK and globally. We know this partnership will receive a lot of earned media coverage over and above the paid-for activity and we'll certainly put a PR strategy behind it as well as using various social/marketing channels for additional support.
Features / Benefits
Launches of Soundcloud advertising and Soundcloud Go were given extensive media coverage on over 150 channels and since then there has been a lot of interest in the next steps. Now, with both parts of the business successfully up and running, the next step is to offer deeper, longer term partnerships that allow brands to use the music and services on SoundCloud as a powerful connector. In addition to the interstitial display unity and audio ads, we could also introduce an experiential element by producing a number of co-branded live music events as part of the campaign.