Telus is the first Canadian brand to partner with Songzato use branded situations, a new way to interact with listeners of this widely popular music streaming service. This content integration is currently available to Canadians coast-to-coast on both the desktop and mobile versions.
Branded situations allow brands to create their own personalized situation within the Songza site and app. The aim of this partnership is to allow the brand to live up to their mission while adding value to users at just the right moment. The home page tile connects with branded playlists that are co-created with the brand and Songza.
“Our goal at Songza is to make whatever our users are doing better. We see a big opportunity for brands to tap into our unique situation and mood targeting to connect their products with our users at the most relevant times while adding value and perhaps a smile,” Pete Roper, VP Sales at Songza, told Techvibes.
Working directly with the Songza team, Telus developed a four-week long Sponsored Moments campaign including three original playlists all aimed at empowering and inspiring people. The Telus situation will be featured during different parts of the day throughout the campaign keeping with Songza’s unique feature of presenting the right music at the right time.
Telus playlists include Feel Good Hits like Barenaked Ladies “One Week”; Classic Songs for Great Friends including Tom Petty and Neil Diamond; and Fresh New Discoveries which features many of the indie titles Telus is known to include in their infamous critter commercials – the most recent being “On Top of the World” from Imagine Dragons.
“Music has always been an important element of the connection Canadians have with the Telus brand, so working with Songza was a natural fit. We’re helping provide the soundtrack to the moments that matter to our customers, because they matter to us,” explained Katie Drechsel, Telus Community Manager. “Our team loved the idea of the Songza concierge service: playlists are recommended based on the time of day, moods or activities of the user. We are excited to connect with Canadians through the power of music.”
Brands that decide to take advantage of this native integration are sure to benefit from the reach Songza has amassed in Canada. Last week Songza celebrated their six-millionth download and reported that 40% of their 4.7 million users are made up of Canadians.
Songza’s consistent dominance in the App Store, having peaked at #1 of the Top Free App Chart last summer while maintaining a spot in and around the Top 30 ever since, speaks to its popularity within Canada. Songza’s success in mobile was a big part of the draw for Telus, according to Drechsel, since Telus is especially committed to connecting with people on the go with their mobile device.
According to Songza VP Pete Roper, users should expect to see more branded situations pop-up in the Songza Concierge over the next few months. So stay tuned.