Pandora utilized audio capable OOH to launch their newest campaign in an effort to boost their first “Sonic Logo” or a sound cue associated with the brand. As the world of streaming audio is becoming increasingly more crowded thanks to several platforms branching into the space. Pandora is testing out an audible sound cue to stay top of mind with listeners. For a 12-week run in 5 major US cities, Pandora will be executing digital OOH boards that utilize a 3 second sound bite of the platform’s audio associated with their app startup. These boards will be placed across foot traffic-heavy locations such as malls, airports and major city streets. After the 12-week run, Pandora will be utilizing the audio logo within the app itself to keep the sound associating running indefinitely.
Audible branding is a technique for brands to break through the clutter of the crowded space and set themselves apart (Think of Taco Bell and their signature “ring” noise). It can provide an additional recognizable extension of the brand beyond a visual logo. Brands who find innovative ways to assimilate these audio cues will eventually keep top of mind to loyal or potential consumers. With the rise of streaming audio services and podcasting, audible logo strategies will be even more of an incentive for brands to utilize the capabilities. Given Jack is looking to incorporate cross channel executions it would a great play to interject digital audio logo tactics to existing OOH media running throughout the various markets to create that association while people are on the go.
Jack's Snack Bites 