French spirit-maker Grand Marnier has partnered with sound discovery and recognition app SoundHound to bring the “DNA of Music” to a millennial audience, with a custom in-app program that lets users break down a song to learn about the covers, remixes, and samples associated with the tune. The program is powered by WhoSampled, the largest online database of sample-based music, cover songs and remixes.
For example, if users search for Lady Gaga’s song “You and I,” they not only see an ad by Grand Marnier, but also an integrated row that lists the samples that are incorporated in the song (Queen’s “We Will Rock You” in this case), as well as the songs that sample it in turn, such as Jontron’s “The League and I,” and Savannah Outen’s “You and I” in this case.
“Our message is conveying the art of blending,” R. Scott Green, senior vp of sales and marketing of parent company Marnier Lapostolle, told Digiday. “ SoundHound is an ideal digital partner because we both offer the experience of blending: SoundHound through its music, and Grand Marnier through its product,” which is itself a blend of cognac and tropical oranges.
The program is part of Grand Marnier’s “Blend Out” campaign, which aims to inspire drinkers to become a “master of remarkable combinations.” It has also rolled out engaging content, centered on music as the theme, which it is promoting through its social channels of Facebook, Twitter and Instagram using the hashtag #blendout.
“The Art of Blends – Music Edition” program, features Grand Marnier-branded charts to help users discover the anatomy of the most sampled, covered and remixed songs, and the artists behind them on Soundhound. Grand Marnier has also developed a series of short films featuring musicians playing with diverse elements in music and creating something unique, including a beatboxing, jazz, country and salsa.
“Through this highly engaging experience for music fans, we are fulfilling Grand Marnier’s philosophy to challenge convention, create new possibilities and shake up the status quo, all while inspiring our users through custom music discovery, unrivaled by any other platform,” said Cheryl Lucanegro, vice president, advertising strategy and sales, SoundHound. The app has previously worked with other brands, including Geico, Fiat, Samsung and Chanel.
The “DNA of Music” campaign in SoundHound was developed by Mobext, a Havas brand, and will be available to users through the end of February 2015, with additional custom music charts highlighting the “blending” of different music genres to come.
In the platforms’ arms race for creators, YouTube Shorts splashes the cash
The platform has lowered the eligibility threshold to earn from its Partner Program, meaning more creators can take advantage of its Shorts rev share deal
Snapchat’s pitch to advertisers is starting to feel as ephemeral as its content — and its Q4 results prove it
While it may be too soon to count out Snapchat's ads business entirely, rewiring it into something more appealing to advertisers won't be easy — especially when so many marketers aren't advertising much there in the first place.
Brands extend inclusive marketing efforts beyond Black History Month
As more inclusive marketing becomes the norm, brands like IPSY, SiriusXM and Jack Daniels ramp up for Black History Month and beyond.
SponsoredHow Jounce Media and Teads are framing SPO’s role in driving business outcomes for brands
As supply chain concerns abound, marketers are increasingly focusing on the main motivators that drive efficiency in their operations, including financial considerations, supply chain transparency and, most recently, environmental concerns. Sustainability has not always been at the forefront of the digital video buying process for the ad industry, but brands like Teads are taking steps […]
Marketing Briefing: With younger consumers questioning brands’ trustworthiness, marketers turn to scenario planning
More certainty that a marketing play is an authentic fit for a given brand is key as consumers are more skeptical of advertising than ever.
Digiday+ Research: Agencies see different paths for online, offline ad spend this year
Agencies expect a big jump in online ad spend this year — but the same isn't true for offline ad spend.