Media partnerships continue to flourish. Right now, Spotify has a couple of interesting ones going. You may have seen the TV spot featuring Samuel L. Jackson singing “Let’s Stay Together” (I prefer Al Green, thank you). The tie-in is with Capital One, entitling credit card holders discounts on Spotiy subscription fees.
And not stopping there, Spotify also launched a promotion with Hulu, bundling both services together. Smart, right? A joint deal that combines two major audio and video streaming brands. And college students will get an even better deal, solidifying Spotify and Hulu among both Gens Y and Z.
But the one that recently grabbed my attention is a new co-promotion launched between T-Mobile and Netflix. If you pay for four unlimited lines, T-Mobile throws in Netflix.
Sounds pretty breakthrough, right?
But the ancillary reason this deal stands out is in its marketing. The creative team at Publicis hit on a clever way to get our attention – using the familiar audio signatures of both brands – T-Mobile and Netflix – to get into our heads.
Here’s the TV ad:
https://www.youtube.com/watch?v=fKpIjn8QIsA
But perhaps even more powerful is the radio version of this joint ad. When you simply hear these audio signatures, they form an even more vivid impression in your mind, thanks to the repetition of the respective sounds of both brands.
Perhaps not coincidentally, marketing executive Colleen Fahey worked for Publicis before joining audio branding agency, Sixième Son. A few years ago, she wrote a great article for the Content Marketing Institute, “How Audio Enhances Your Brand Content: Find Your Signature.” It’s a savvy walk-through of how established brands can add audio signatures to their marketing arsenals.
There is all sorts of scientific evidence suggesting the even deeper power of audio. Whether it’s those “ear worm songs” – the ones that we simply cannot get out of our heads – or advertising (and radio station) jingles, audio is an amazing vehicle that becomes part of our personal “hard drives.”
Guys like Bob McCurdy and Jerry Lee have been saying the same for years – pointing to the power of audio and how it can be used to form indelible impressions. And yet, most stations don’t explore the idea of creating audio signatures like T-Mobile, Netflix, Intel, NBC, and so many others brands have used to their mutual benefit.
We are witnessing a renaissance in audio and its delivery right before our very ears. As wireless systems like Sonos, Bose, and others are filling our homes with quality audio, and smart speakers like Amazon Echo use audio to provide on-demand content at the drop of an “Alexa…” we are smack in the middle of a new audio revolution.
At a time when radio competes against so many new and compelling platforms and sources, sticky audio signatures could be the perfect vehicles to cement images and impression of station brands, creating long-lasting memories that can be used again and again to trigger top-of-mind awareness.
The Who had it right with “Tommy.”
See me, feel me, touch me,
Hear me.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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Fred, good stuff….there’s a site that summarizes several studies we did at Katz a number of years back. they can be found under the research tab at http://www.raisingthevolume.com). one was an audio signature study that really highlighted what you wrote about today as well as two other studies titled “ear vs eye” which clearly demonstrated the power of audio to deliver the bang of a TV commercial once that TV commercial had aired for a period of time
Bob, you deserved that shout-out today. You’ve been on this bandwagon for years. Thanks for linking “Raising The Volume.” This is an opportunity for well-branded stations seeking that extra edge. Thanks for your belief in the concept and for the comment.
WZLX Boston 1987!!!! I think they still use that signature! Great article.
I love this! KXRX in Seattle used to have a kind of audio signature. The frequency was 96.5, but they used a comical cork popping effect for the point, which they called a DOT.
It’s the small stuff, Gene, that gets in your head. Thanks for commenting.
I remember the powerful audio signature that Frank Cody created for several of his Smooth Jazz clients including WNUA here in Chicago – you heard it, you knew it was WNUA –
And that’s the whole enchilada. I know you love and believe in the power of video – as do I – but a “sticky” audio signature may be more impactful…and memorable. Thanks, David.
Didn’t we used to call them jingles? Now adapted for a shorter attention span world?
Steve, yes and no. Jingles always clearly (and emphatically) announced the station’s name. These signatures are more subtle, but perhaps more powerful. Thanks for commenting.
I really enjoy these Fred. High value comments too. As a sole prop I have limited resources, but am using a recurring on-air signature with my local advertisers. Showcasing their business support of the Cloud and location. It’s become what I’ve labeled as “client pin-drops” in the Cloud:
https://soundcloud.com/969thecloud/kkcl-listener-drop-alisha-trailhead-taphouse-golden
As you’ve discovered, Chuck, the power of audio is truly amazing. Thanks for the comment and sending along those drops.
Yep
🙂
Ironically, I’ve heard several Podcasters using this technique. I never understood why Radio didn’t embrace this logical branding tactic.
Crazy, right? It’s not easy coming up with just the right sound. But it’s worth the effort because it’s the gift that keeps on giving. Thanks, Amy.
In 2000 @The OG XMSR Lee Abrams enlisted the keyboards of Larry Fast…One of Peter Gabriel’s frequent collaborators .. and created a seven note audio sig that was required tagging on all prod/interstitial materials.
Very effective a la ESPN sig. Subliminal imprinting – Jettisoned when Sirius “merger” occurred.
BCG
Bruce, thanks for the heads-up. Lee always had a great ear for that kind of thing.