The innovation that drove the Pandora Delivery Event allowed BFAST to offer an experience that no brand has before. By utilizing the Pandora Internet Radio space, we were able to reach our Millennial market where they already spent their time in the morning. But we needed to do more than deliver a message; we needed to sample the product and deliver on our brand promise. So, by integrating an interactive web banner into the ad unit, we were able to obtain a direct response from the user, which lead to a unique and robust brand experience.

To launch the brand, we were challenged to utilize a limited budget and “put our money where our mouth is” by truly personifying the spirit of our target. All while sampling a new product from an unrecognized brand. This forced us to be creative by modifying various existing channels into a unit. When users logged into Pandora, they heard the radio spot, which asked them if they skipped breakfast. Then, the spot told the user to roll over the interactive banner and type in their information for a free sample of the product.

Once the user’s info was submitted, they immediately received confirmation that they could participate in the event. From there, our dispatch team sent a branded vehicle to their location, stocked with the product. Within minutes, the user became part of a one-of-a-kind, documented brand experience that powered their productivity by delivering the most important meal of the day right to them.

When participants met a member of our team to receive the product, they couldn't believe that typing some information into a web banner would ultimately lead to such a fun, valuable experience. It was our expectation to immediately set a precedent for a new brand as one that truly provides added value for their consumers. As the brand continues to launch and develop, we hope to continue rolling out the Pandora Delivery Event in other young cities as well as other events that embody the brand spirit.

Through the use of this innovative event, we hope to inspire other new brands to launch on a solid platform. In addition, we think that our industry can learn from the results of this first-of-its-kind integrated event. As the anchor of our brand launch, the Pandora Delivery event generated 2.7 million impressions in just three days, despite only being launched in one city.