Audio network TuneIn, has launched a new brand campaign created by its first agency of record, Durham, NC-based McKinney. The agency won the account earlier this year without a formal review.
Coinciding with the recent start of the 2016 Major League Baseball season and the NFL Draft, a new brand statement, “Listen Like You Mean It,” will make its debut tomorrow in two major baseball markets, Chicago and Boston.
Baseball fans will experience so-called “station domination” in transit hubs adjacent to both the Windy City’s Wrigley Field and Beantown’s Fenway Park. The integrated campaign will launch in radio, digital and social and be followed with out-of-home executions in TuneIn’s top markets, including New York, San Francisco, Chicago and Boston and Los Angeles.
"The new brand campaign reflects TuneIn's mission to deliver the world's best listening experiences," stated Scott Parker, TuneIn VP of Marketing. "It puts the listener at the center of the moment and celebrates audio that moves and transports you. McKinney was the ideal agency to capture this vision and bring it to life."
Founded in 2002, San Francisco-based TuneIn now claims more than 60 million active monthly users. It has venture funding from Comcast Ventures, Sequoia Capital, Google Ventures and others.
Brad Brinegar, McKinney chairman and CEO, said, “TuneIn has rapidly grown to scale with a great business model and the support of the venture community and key partners like the MLB and the NFL. As their first agency partner, McKinney is thrilled to bring a different kind of capital to their future success.”
Development of the campaign was led at McKinney by creative directors Lyle Yetman and Will Dean. “Every creative execution shows people having a transformative and highly participatory reaction to what they’re listening to” said Yetman. “TuneIn is about active listening, whether your thing is music, an NFL game or even an audiobook. Audio can be as different and as equally visceral as video and that’s what active listening is all about.”
Creative will communicate TuneIn’s Premium selection of content that includes live play-by-play broadcasts of MLB, NFL and NBA games, exclusive team channels, curated music stations, live events, original talk/news programs and audiobooks. TuneIn will also add NBA play-by-play for the 2016-17 season.
The campaign will roll out to 14 markets in the U.S. around marquee events like the MLB All-Star Game, the CMA Music Festival and the 2016 Democratic and Republican National Conventions. The campaign will continue through 2016.