twofifteenmccann have created a new campaign for online radio service Pandora, entitled “#ThumbMoments.”
Users of the service typically give a song a thumbs up to favorite a song, and a thumbs down to not hear the song on their station again. But on September 5th, twofifteenmccann and Pandora made the thumbs up much more meaningful. Fans who favorited a song by Lindsey Sterling, the song was interrupted by a live message from the star, followed by a one-on-one concert for the fan. Over the course of three hours, Sterling performed seven of these concerts for Pandora listeners. Their reactions form the backbone of the new online campaign, which debuted today.
The emphasis on the thumbs up emphasizes one of the service’s more recognizable features, and allows for Pandora to surprise fans of other artists with similar concerts in the future. Indeed, The New York Times reports that future “commercials will follow the same format, but Pandora declined to name participating musicians.” Additionally, hitting thumbs up for certain (unspecified) artists in the future will result in fans receiving “thumb gifts,” such as signed instruments.
“It was very emotional for listeners, and very emotional for Lindsey, too, because she could see them one-to-one in a way that she doesn’t even get to in a concert,” James Robinson, chief creative officer of twofifteenmccann, told The New York Times of the campaign. “She could see what her music meant to these people.”
Credits
Film Title: “THUMB MOMENTS WITH LINDSEY STIRLING”
Client: PANDORA
Agency: twofifteenmccann
Chief Creative Officer: James Robinson
ACD/Copywriter: Quentin Schuldiner
Copywriter: Kyle Davis
Senior Art Director: Alper Kologlu
Senior Producer: Vera Kacurova
Director of Integrated Production: Alex Spahr
Management Supervisor: Hannah Schaefer
Account Executive: Anne Cathcart
Managing Director: Kelly Johnson
Production Company: Skunk
Director: Greg Brunkalla
Managing Partner: Matt Factor
Executive Producer: Shelly Townshend
Head of Production: Jeanne Stawiarski
Line Producer: Chris Cho
Director of Photography: Jason McCormick
Production Designer: Kason Kisvarday
Editorial Company: Beast
Editor: Doug Walker
Assistant Editor: Nicole Salmeri
Executive Producer: Jon Ettinger
Mixing Studio One Union Recording
Mixer: Joaby Deal