Pandora To Launch Thumbprint Radio Promotion

Back in December, Pandora launched a new feature appl called Thumbprint Radio, which compiles all of the songs a user likes (or "thumbs") over the years into a station.

And now Pandora is launching an advertising campaign with the help of 33 social media influencers that taps into the nostalgia people feel when they hear an old tune.

AdWeek reports the social stars include Helen Ruth Van Winkle (also known as Baddiewinkle on Instagram), YouTuber Dytto, Vine star Nick "RainO" Raiano and Instagram user James Ryan (who runs the account KrispyShorts).

The effort includes three slogans targeting millennials: "That's my shit," "That's my jam" and "That's my ish."

"The idea specifically around the campaign came from letting people listen to their actual Thumbprint radio station and seeing their reaction from literally getting one song they loved after another that they had forgotten that they loved," said Simon Fleming-Wood, Pandora's CMO.

"People were like, 'Oh yeah. Yeah! Yeah!' That became the core insight behind the campaign: This joy that it was unlocking for people. When someone reaches out and [gives a song a] thumbs up, it captures a little bit of lightning in a bottle."



The campaign also includes digital spots, with paid ads running across Snapchat, BuzzFeed, Facebook, Twitter, Instagram, Hulu and YouTube. DigitasLBi handled the ad buy.