To celebrate its new 100% natural line, Lipton and Pandora are treating tea drinkers to a unique look at music via its “The Natural Side of Music” summer-long unplugged and acoustic concert program. The program kicked off with a private concert by Train for a group of fans on 5/20. Fans are encouraged to “like” Facebook.com/LiptonIcedTea for a chance win the exclusive tickets.
Customizable Lipton Pandora internet radio stations are featured. Fans can interact with the natural elements of music on Lipton Pandora internet radio stations to cater to their musical preferences. Stations include Lipton Pop (Pandora.com/liptonpop), Lipton Country (Pandora.com/liptoncountry), Lipton Rock (Pandora.com/liptonrock) and Lipton Hip-Hop (Pandora.com/liptonhiphop).
Also part of the mix, “The Natural Side of Music” includes an online artist video series. Lipton and Pandora are bringing exclusive content from major artists, also including Kelly Clarkson, Bon Jovi and more—representing a variety of genres. Each will share the unique and personal natural roots of their music as part of a video series on Lipton’s Facebook page, Facebook.com/LiptonIcedTea and pandora.com/thenaturalsideofmusic. Emerging artists Taddy Porter, IIan Rubin and Keaton Simons, who will open for the private Train concert, will also participate in the video series.
“The Natural Side of Music” celebrates the new 100% Natural Lipton Iced Tea which is newly available in four flavors: Green Tea with Citrus and Iced Tea with Lemon, as well as two new flavors—Iced Tea with Blueberry Pomegranate and Green Tea with Passionfruit Mango. The Diet side also expanded, with new Diet Green Tea with Watermelon joining the beloved Diet Green Tea with Citrus flavor, both free of artificial colors and flavors.
RBR-TVBR observation: An interesting way to integrate a brand with music that targets a good cross-section of demos. Just remember, this type of brand integration isn’t limited to Pandora or online-only stations, for that matter. With the proper licensing paperwork filed, a good in-house IT pro can easily put something like this together for a market cluster with a few music formats. It could be a good campaign pitch to local and national advertisers and isn’t limited to soft drinks, of course. Promote the advertiser-branded streaming formats on-air and drive listeners to your websites to engage.