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ENRICHING EXPERIENCES
WITH MUSIC –
OPPORTUNITIES FOR BRANDS
A Raven and Finch Report – March 2016
#1 UBER AND THE MUSIC HONEYPOT
CONTENT
How Uber uses music to gather data for a more personalized customer experience.
Bui...
MUSIC IS BECOMING AN
EFFECTIVE TOOL FOR
MARKETEERS.
MUSIC IS AN OPPORTUNITY
TO ENHANCE EXPERIENCES,
COMMUNICATE MORE
MEANINGFULLY AND DRIVE
SALES.
The following examples show cases of
how brands can use music as opportunity
to boost customer engagement, brand
awareness...
How Uber uses music to gather data for a more
personalized customer experience.
#1
UBER AND THE MUSIC
HONEYPOT
AS PART OF UBER’S „TRIP
EXPERIENCES“ THE BRAND
GIVES YOU MUSIC WHILE
YOU’RE ON YOUR TRIP.
BESIDES MAKING THE
DRIVE MORE ENJOYABLE,
UBER IS USING MUSIC AS
AN INCENTIVE FOR
GAINING PERSONAL
DATA .
BRANDS NEED TO GET
GOOD QUALITATIVE DATA
ABOUT THEIR CUSTOMERS,
TO DELIVER GREAT
PERSONALIZED
INTERACTIONS.
STREAMING MUSIC WITHIN
THE APP ACTS AS A
‘HONEYPOT’ TO OBTAIN
INSIGHTS NEEDED TO
PROFILE SPECIFICALLY
EACH CUSTOMER.
MUSIC CAN BE AN
ENABLER FOR BRAND
STRATEGIES, THAT LEAD TO
CUSTOMER-DRIVEN BRAND
INTERACTIONS.
UBER IS USING THIS
CUSTOMER DATA AS THE
BASIS FOR GREAT
PERSONALIZED BRAND
EXPERIENCES BASED ON
CUSTOMERS PROFILES.
Do you know enough about your
customers in order to deliver a
highly personalized music
experience that makes people
inter...
CLICK TO FIND OUT
MORE ABOUT UBER
AND SPOTIFY
Building a Spotify based music Eco-System
#2
MUSIC TASTE MAKER
STARBUCKS
MUSIC HAS PLAYED A VITAL
ROLE IN STARBUCKS THIRD
PLACE EXPERIENCE.
THEREFORE STARBUCKS HAS
ALWAYS BEEN WORKING
CLOSELY WITH THE MUSIC
INDUSTRY.
BESIDES MAKING GREAT
COFFEE, THEY HAVE BECOME
A MUSIC TASTE MAKER FOR
MANY OF THEIR CUSTOMERS.
THEY NOW ADAPT TO
TODAY’S WAY OF LISTENING
TO MUSIC BY PARTNERING
WITH SPOTIFY.
TOGETHER WITH THE
STREAMING SERVICE THEY
BUILT A FIRST-OF-ITS-KIND
MUSIC ECOSYSTEM.
CUSTOMERS CAN SAVE
SONGS THEY HEAR IN THE
STARBUCKS COFFEEHOUSES
TO THEIR OWN SPOTIFY
PLAYLISTS.
STARBUCKS IS USING THE
OPPORTUNITY OF MUSIC TO
BOOST STARBUCKS MOBILE
APP USAGE AND SIGN-UPS
FOR SPOTIFY’S MUSIC
SERVICE.
Does your brand’s retail strategy
have a music dimension that
makes people interact with your
brand on a frequent, useful ...
CLICK TO ABOUT
STARBUCKS SPOTIFY
COOP ON
TECHCRUNCH
Driving sales by enriching mobile with music
#3
AMERICAN EAGLE OUTFITTERS
AMERICAN EAGLE
OUTFITTERS EXPANDED
THEIR MUSIC STRATEGY
FROM THE SHOPS TO THEIR
IN-APP SHOPPING
EXPERIENCES.
USING IN-APP MUSIC
STREAMING THEY KEPT
CUSTOMERS SHOPPING
LONGER AND CREATED
MORE RETURNING
CUSTOMERS.
LONGER
3X
In-app music kept customers 3
times longer shopping within the
app.
DOUBLED
2X
The amount of customers
returning...
THE BRAND UPDATED THE
PLAYLISTS ON THE BASIS OF
THEIR CUSTOMERS
FEEDBACK TO IMPROVE THE
SHOPPING EXPERIENCE.
AMERICAN EAGLE
UNDERSTOOD THAT MUSIC
IS A GREAT WAY TO
ENGAGE WITH CUSTOMERS
IN A MEANINGFUL MANNER.
MUSIC IS AN EFFECTIVE WAY
OF COMMUNICATING AND
GIVING CUSTOMERS AN
ADDITIONAL REASON TO
DOWNLOAD THE APP.
Does your brand’s mobile
shopping experience have a music
dimension that makes people shop
longer and return more frequent...
CLICK TO LISTEN TO
AEO CURATED MUSIC
PLAYLISTS
http://popsop.com/wp-content/uploads/Screen-Shot-2015-07-30-at-1.50.58-PM.png
Contact us for a free 1 hour inspiration and...
If you want to find out how music and sound is an opportunity for
your brand or product, feel free to get in touch with us ...
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Enriching experiences with music – opportunites for brands

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As a marketer, you’re always looking for new ways of connecting your brand with your customers. Music is a huge opportunity for your brand to achieve that. At Raven and Finch we constantly monitor inspiring examples of brands that use the opportunity of music. Here are some of the latest cases of brands using music to boost customer engagement, brand awareness and drive sales.

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Enriching experiences with music – opportunites for brands

  1. 1. ENRICHING EXPERIENCES WITH MUSIC – OPPORTUNITIES FOR BRANDS A Raven and Finch Report – March 2016
  2. 2. #1 UBER AND THE MUSIC HONEYPOT CONTENT How Uber uses music to gather data for a more personalized customer experience. Building a Spotify based music Eco-System #2 MUSIC TASTE MAKER STARBUCKS Driving sales by enriching mobile with music #3 AMERICAN EAGLE OUTFITTERS
  3. 3. MUSIC IS BECOMING AN EFFECTIVE TOOL FOR MARKETEERS.
  4. 4. MUSIC IS AN OPPORTUNITY TO ENHANCE EXPERIENCES, COMMUNICATE MORE MEANINGFULLY AND DRIVE SALES.
  5. 5. The following examples show cases of how brands can use music as opportunity to boost customer engagement, brand awareness and drive sales.
  6. 6. How Uber uses music to gather data for a more personalized customer experience. #1 UBER AND THE MUSIC HONEYPOT
  7. 7. AS PART OF UBER’S „TRIP EXPERIENCES“ THE BRAND GIVES YOU MUSIC WHILE YOU’RE ON YOUR TRIP.
  8. 8. BESIDES MAKING THE DRIVE MORE ENJOYABLE, UBER IS USING MUSIC AS AN INCENTIVE FOR GAINING PERSONAL DATA .
  9. 9. BRANDS NEED TO GET GOOD QUALITATIVE DATA ABOUT THEIR CUSTOMERS, TO DELIVER GREAT PERSONALIZED INTERACTIONS.
  10. 10. STREAMING MUSIC WITHIN THE APP ACTS AS A ‘HONEYPOT’ TO OBTAIN INSIGHTS NEEDED TO PROFILE SPECIFICALLY EACH CUSTOMER.
  11. 11. MUSIC CAN BE AN ENABLER FOR BRAND STRATEGIES, THAT LEAD TO CUSTOMER-DRIVEN BRAND INTERACTIONS.
  12. 12. UBER IS USING THIS CUSTOMER DATA AS THE BASIS FOR GREAT PERSONALIZED BRAND EXPERIENCES BASED ON CUSTOMERS PROFILES.
  13. 13. Do you know enough about your customers in order to deliver a highly personalized music experience that makes people interact with your brand on a frequent, useful and relevant basis? Q U E S T I O N # 1
  14. 14. CLICK TO FIND OUT MORE ABOUT UBER AND SPOTIFY
  15. 15. Building a Spotify based music Eco-System #2 MUSIC TASTE MAKER STARBUCKS
  16. 16. MUSIC HAS PLAYED A VITAL ROLE IN STARBUCKS THIRD PLACE EXPERIENCE.
  17. 17. THEREFORE STARBUCKS HAS ALWAYS BEEN WORKING CLOSELY WITH THE MUSIC INDUSTRY.
  18. 18. BESIDES MAKING GREAT COFFEE, THEY HAVE BECOME A MUSIC TASTE MAKER FOR MANY OF THEIR CUSTOMERS.
  19. 19. THEY NOW ADAPT TO TODAY’S WAY OF LISTENING TO MUSIC BY PARTNERING WITH SPOTIFY.
  20. 20. TOGETHER WITH THE STREAMING SERVICE THEY BUILT A FIRST-OF-ITS-KIND MUSIC ECOSYSTEM.
  21. 21. CUSTOMERS CAN SAVE SONGS THEY HEAR IN THE STARBUCKS COFFEEHOUSES TO THEIR OWN SPOTIFY PLAYLISTS.
  22. 22. STARBUCKS IS USING THE OPPORTUNITY OF MUSIC TO BOOST STARBUCKS MOBILE APP USAGE AND SIGN-UPS FOR SPOTIFY’S MUSIC SERVICE.
  23. 23. Does your brand’s retail strategy have a music dimension that makes people interact with your brand on a frequent, useful and relevant basis? Q U E S T I O N # 2
  24. 24. CLICK TO ABOUT STARBUCKS SPOTIFY COOP ON TECHCRUNCH
  25. 25. Driving sales by enriching mobile with music #3 AMERICAN EAGLE OUTFITTERS
  26. 26. AMERICAN EAGLE OUTFITTERS EXPANDED THEIR MUSIC STRATEGY FROM THE SHOPS TO THEIR IN-APP SHOPPING EXPERIENCES.
  27. 27. USING IN-APP MUSIC STREAMING THEY KEPT CUSTOMERS SHOPPING LONGER AND CREATED MORE RETURNING CUSTOMERS.
  28. 28. LONGER 3X In-app music kept customers 3 times longer shopping within the app. DOUBLED 2X The amount of customers returning within 30 days doubled with in-app music. source: http://www.mobilemarketer.com/cms/news/music/20964.html
  29. 29. THE BRAND UPDATED THE PLAYLISTS ON THE BASIS OF THEIR CUSTOMERS FEEDBACK TO IMPROVE THE SHOPPING EXPERIENCE.
  30. 30. AMERICAN EAGLE UNDERSTOOD THAT MUSIC IS A GREAT WAY TO ENGAGE WITH CUSTOMERS IN A MEANINGFUL MANNER.
  31. 31. MUSIC IS AN EFFECTIVE WAY OF COMMUNICATING AND GIVING CUSTOMERS AN ADDITIONAL REASON TO DOWNLOAD THE APP.
  32. 32. Does your brand’s mobile shopping experience have a music dimension that makes people shop longer and return more frequently to the online-store? Q U E S T I O N # 3
  33. 33. CLICK TO LISTEN TO AEO CURATED MUSIC PLAYLISTS
  34. 34. http://popsop.com/wp-content/uploads/Screen-Shot-2015-07-30-at-1.50.58-PM.png Contact us for a free 1 hour inspiration and information session with Raven and Finch. Raven and Finch consults brands on creating opportunities with sounds. We compose and produce sound experiences for branding, communication and interaction. BOOK A FREE INSPIRATION SESSION
  35. 35. If you want to find out how music and sound is an opportunity for your brand or product, feel free to get in touch with us at office@ravenandfinch.com M U S I C O P P O R T U N I T I E S F O R Y O U R B R A N D M A X K I C K I N G E R Max Kickinger is CEO of Raven and Finch Images: slides 6-12: Uber slide 21-28: Starbucks slide 31-37: American Eagle

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