Kingsford Crafts a Music Experience to engage BBQers

As the maker of America’s favorite charcoal briquette, Kingsford partnered with Pandora to bring the barbeque experience to life through music for thousands of existing and potential customers of their Easy Light Bag, the #1 on-the-go grilling necessity. Thus, the Pandora BBQ Beats station was born to embody all things grilling and sizzling. So, what did this station offer that made it so special?

Pandora enlisted two artists, the Eli Young Band and JohnnySwim to bring the station and the product to life. Kingsford leveraged targeted audio and visual placements to capture their target grillers’ attention, giving them a preview of the rich content in-station. This custom station showcased exclusive artist interviews, Pandora-captured live performances, and live on-demand audio tracks–all fueled by the theme of barbecue. Whether the sounds of grilling crackled in the background or the videos featured delicious food sizzling on the grill, the Easy Light Bag perpetuated throughout every station element.

Having launched at the start of the grilling season, the Kingsford’s BBQ Beats station succeeded in reaching more than 238,000 Pandora listeners–95% of which represented Kingsford’s target male audience. CTR to Kingsfords landing page outperformed Pandora’s benchmarks over 3.5x, demonstrating relevancy achieved in station, as users were interested to learn more about the Kingsford products. According to research from Millward Brown Digital, station performance also impacted traditionally hard-to-move metrics, including a 64% lift in Brand Favorability and a 56% lift in Purchase Intent for the Kingsford Easy Light Bag.

Thomas Fiss