Pandora signs Lenovo for “Ultimate Concert Experience”


PandoraThey’ve launched an exclusive partnership to help students kick off the new school year by giving Pandora listeners across the country the opportunity to win an “Ultimate Concert Experience” by an emerging artist.

Pandora listeners can visit to first vote for their school region and then, listeners in that region will vote for their college town. The winning college town will receive a free, personalized concert with an artist chosen based on Pandora listening trends.

“We are excited to be working with Pandora to offer college students the opportunity to bring an emerging artist to their town. As part of our worldwide ‘For Those Who Do’ marketing campaign, Lenovo is creating programs that are relevant and unique for ‘Net Generation’ consumers. We not only want students to use our laptops and desktops as studying tools, but also as entertainment devices, enjoying videos and music, and possibly even a unique concert experience in their own backyard,” said David Rabin, executive director marketing, Lenovo.

There is no limit to how many votes can be cast for a region or college town. The winning region will be announced in early October and the performing artist and winning college town will be announced in early November.

Pandora Chief Marketing Officer Simon Fleming-Wood said, “Together with Lenovo, we look forward to bringing a free, personalized concert to the college town that shows the most school spirit. With our millions of passionate Pandora fans, we can deliver custom events that provide unique experiences and at the same time integrate our marketing partners.”

Students not only have a chance to win a live custom concert, but can also enjoy great music on the Pandora “Lenovo Rocks” station, which includes music from Jukebox The Ghost, Walk The Moon and Neon Trees to name a few. Additionally, Pandora is offering Back to School genre stations to give students a range of school-themed personalized radio stations, ranging from “Back to School 2012 hits” to “Classical for Studying” and “Today’s College Indie.” Thus far, Pandora listeners have tuned in to these genre stations for more than 1.2 million hours.

RBR-TVBR observation: Since so many colleges and universities have their own student-run College/Indie-formatted stations, it would be interesting if the winning school’s station (assuming there is one) would be invited—or would be interested in—participating in the concert event. Either way, Pandora continues to find unique ways to monetize its audiences with advertiser participation. Lexus is but another example that comes to mind with its branded Pandora channels.