Pandora and Mercedes-Benz have partnered to feature Reba Mcentire as a “Mom Who Rocks” and Javier Colon (winner of NBC’s The Voice) as a “Dad Who Rocks” in a national, cross-platform campaign that includes web and mobile.
The series showcases exclusive video interviews and artist-curated “mix tapes” and is part of an effort to launch the new Mercedes-Benz 2012 M-Class. The goal is to offer Pandora listeners an inside look into the personal, professional, and musical lives of Reba and Javier as they describe what it’s like to be a parent who rocks.
By utilizing Pandora’s ad platform, Mercedes-Benz was able to reach music-loving Moms and Dads that fall into their target demo of tech savvy families.
Reba is featured in a four-part “Moms Who Rock” video series, where she discusses her music, her sources of inspiration, balancing her career with having kids, as well as her hometown of Nashville.
In the “Dads Who Rock” series (also four parts), Javier Colon shares what drives and inspires him and what he learned from his early career struggles, as well as family inspiration and how he stays connected to his family while on the road. The video series strengthens Javier’s connection with his fans and like-minded Pandora users.
Heidi Browning, SVP/strategic solutions at Pandora. “This campaign is significant because we helped Mercedes-Benz align with artists that complement the brand’s overall campaign strategy and marketing goals.”