In the run-up to last weekend’s premiere of the film "Lawless," The Weinstein Company ran a unique multi-pronged promotion across Pandora’s platforms. The Lawless Radio Station was launched in mid-August with Americana and folk rock tunes from the likes of the Avett Brothers, Mumford and Sons and Zac Brown Band. In just the first two weeks the station gained over 84,000 subscribers, Pandora says. A marketing partner can also determine how long users listened to the station.
The campaign used multiple techniques to drive awareness of the release in August and then drive ticket sales closer to the premiere. Pandora Executive Director of National Entertainment Michael Chuthakieo tells Mobile Marketing Daily: “The Weinstein Company leveraged the Pandora Auto Play Video solution to showcase the movie’s trailer on our Web and mobile platforms as well as the unique Branded Radio station solution, which was coupled with banner advertisements.” The campaign targeted males between the ages of 18 and 34.
As the premiere approached, another advertising element kicked in. “On the film’s opening day, The Weinstein Company ran Pandora’s first mobile animation ad with "Lawless," to help boost ticket sales,” says Chuthakieo.
This was the first mobile campaign Weinstein has run with Pandora. SVP of Marketing Bladimiar Norman says: “With every new film, we look to utilize new technologies in our marketing campaign, and in this case Pandora brought us an innovative way to reach moviegoers on their mobile devices. We launched a campaign with Pandora for "Lawless" to take advantage of the company’s massive mobile audience, reach our exact target audience on multiple platforms and because of the new animated mobile ad unit.”