Pandora Scores with Street Artists and “Sound On” Brand Campaign
I’m a total street art guy (read: fanboy, not artist) with a special passion for urban murals.
I also run a branding agency.
So when a campaign from Pandora recently landed here in the ‘hood near the Oliver Russell building, it really tweaked me in all sort of good ways, both personally and professionally.
The Pandora “Sound On” brand campaign commissions street artists to create murals called “Sound Walls” based upon music that inspires them. Here in Boise, they chose Dreyfus Art to adorn an alley on 11th between Main and Grove streets. (My favorite art galleries of all — those found in alleys and out-of-the-way places.)
Pandora’s campaign works on so many levels.
It’s experiential marketing at its finest. People interact with the art itself and take it away in their heads, attaching the brand name in a most positive way. They might also be compelled to hit a QR code that’s embedded with the artwork that features the artist’s inspirational playlist and have a listen into that particular artist’s musical consciousness — on Pandora, of course.
The campaign supports local artists, which everyone appreciates — and also ties the Pandora brand into their respective followings in a credible way. Super smart.
In the process, Pandora has used its resources to create public art — always a good contribution to a community and its citizens.
And it caused me (and likely many, many others) to write and post about it just as I’m doing this very moment, sharing with my trusted networks of social entrepreneurs, branding professionals, and local art lovers on social media. There’s your big score.
Pandora, I’ll end by filing this one under “Ideas I wish I’d had.” Well damn done.
I’ll also tease an upcoming project to honor brave and pioneering women in alignment with our commitment at Oliver Russell to Sustainable Development (SDG) Goal 5, Gender Equity. We’ll be working with Boise artist collective Sector Seventeen. Stay tuned in 2020 — something rad is on its way.
