Ford is teaming up with Internet radio service Pandora for a push in which shared songs chosen by Jewel and John Legend will benefit charities.
Under the program, to be announced today at the Internet Advertising Bureau’s MIXX Conference and Expo in New York, every time Pandora visitors use the social share feature to share a song on a mixtape playlist from Jewel or John Legend, Ford and Pandora will make a donation to the artists’ charity of choice. Jewel song sharing will benefit the National Breast Cancer Foundation, while Legend listeners help out the Show Me Campaign, a nonprofit organization promoting equal access to quality education.
This isn’t the first time the two brands are working together. Earlier this year, Ford announced Pandora would be more seamlessly integrated into the Ford SYNC experience through AppLink, a software program that lets drivers access and control selected smartphone apps, such as Pandora, through SYNC voice commands.
“We’ve found the most valuable digital marketing doesn’t interrupt the user experience but instead complements it,” said Ford rep Matt VanDyke in a written statement. “By partnering with content creators, we’re able to support niche programs that audiences truly enjoy. That helps Ford spend its marketing dollars more wisely, while creating user-advocates, rather than just bombarding potential customers with banner ads and 30-second spots.”