Talent ambassadors, who are passionate music lovers, became the voice of Rdio by actively using the service and sharing their experiences of discovery on-air. Talent discussed specific playlists they created and invited listeners to become a part of their music network via their Rdio profile.
On-air messages resulted in organic discussion of their user experiences rather than scripted spots.
Song tags organically remind listeners that their favorite station songs and artists are available on Rdio.
Listen to the spots below
To maintain story continuity across platforms, participating stations featured the stunning Rdio display creative in strategically chosen placements and linked listeners to Rdio to engage and sign up.
Streaming media extended the on-air messaging to the station stream while delivering a simultaneous display ad linking listeners to Rdio.