Brief:
- HBO debuted an interactive quiz that matches fans with a Pandora playlist inspired by a character from hit show "Big Little Lies," per an announcement shared with Mobile Marketer. The show's second season premieres on June 9.
- The web-based quiz asks people three questions to determine their personality and appropriate music stations on Pandora. The quiz ask users multiple-choice questions about their friendships and their behavior in different scenarios.
- To support the quiz's debut, HBO is taking over the audio and display ads on each Pandora station. Music is a key part of "Big Little Lies," whose characters are shown singing in the car, talking about song recommendations or connecting to earbuds, according to the announcement.
Insight:
HBO's gamified campaign with Pandora aims to engage fans of the show with music while promoting the network through display ads and audio inserts. The quiz resembles personality tests that are popular on social media, and it gives people a chance to share their results with friends, family and followers on social media. By urging people to listen to personalized playlists, HBO can prolong brand exposure among the show's fans and possibly drum up interest among potential new viewers.
Music playlists have become a more popular feature in marketing campaigns to promote everything from packaged goods to TV shows. Sparkling water brand Spindrift last month updated its nationwide summer campaign with digital audio activations, and Pandora featured a mixtape curated by actress and brand "superfan" Kristen Bell. Musical branding strategies have recently surged in popularity to capture on-the-go audiences that are increasingly tuned in to streaming audio and podcasting.
HBO is active in digital promotions for its shows, especially on social media. The network in April unveiled a branded Snapchat augmented reality (AR) lens to promote the premiere of the final season of hit series "Game of Thrones." HBO also worked with AT&T to transform the carrier's flagship stores in major cities into AR and virtual reality experiences.
