Toyota’s ‘Legends & Icons’ Campaign
Toyota Motor Sales Inc. U.S.A along with Pandora Media Inc. has signed a multiyear contract of advertisement in the name of ‘Legends and icons”, under which Artists and Musical Genres will be grouped up with a car of the Toyota model. this advertising campaign is quite an interesting one and has offered a unique twist to Toyota although, making use of Internet radio to make the market happening was a great risk to take, but, potentially can be as one of the most lucrative campaigns they have conducted ever. Many people do not even realize as to how much growth, Pandora has received in few years. Currently, they are the leaders in the field of Internet radio with over 80 million listenership to its credit who can listen to radio from the computer system, smartphones as well as iPads.
The campaign was launched earlier this year and will run till the early days of 2013. The scope provided in the campaign is very evasive as each Toyota vehicle will be paired with a demo as well as a genre station on the Pandora on monthly basis.
Moreover, the deal has specially emphasized on new genre channels on Pandora which are pre-programmed instead of personalized streams. In other words, it is a direction which is desperately required by Pandora as they are willing to enter more and more into the automotive devices, where the capability of the listener in order to interact with the platform during driving time is limited.
This deal has turned out to be a result of an earlier deal according to which the Pandora radio is to be inserted in Toyota cars through their Entune multimedia system. The same deal was announced by CES in the month of January. The Chief Revenue Officer of Pandora has made an announcement related to it in which they expressed their pleasure of working with Toyota Inc. which is considered as a very innovative approach to get connected with the drivers by simply leveraging their passion for music.
Concluding, it can be said that providing new Toyota vehicle with Pandora. Toyota eventually got deal on this promotional campaign.