Honey Bunches of Oats and Pandora: A “Soundful of Joy”

Today I was listening to Pandora, once again rocking out to some John Mayer radio, and I noticed one brand trying to get close to “social media”, through somewhat a unique form of traditional advertising mixed with social media. .honeybunchesofoats1.JPG

The picture of the banner ad to the right screams traditional advertising. I think that I count 16 Honey Bunches of Oats logos in this picture: from the construction hats, to the T-shirts, and even to the box itself.

Now the social part of it (although somewhat hidden in the branding) was a Honey Bunches of Oats radio station, called “A Soundful of Joy”. What I found by adding it to my radio station was that this station would play:

– Sarah McLachlan

– KC and the Sunshine Band

– Train

– The Jimmy Castor Bunch

(and several other bands that were before my time..)

In short, I think this is a unique way to get a big brand into social media. Why? Because it shows that one of the best social media strategies is to provide value back to the customer. Even though I still am on my John Mayer station, the “Soundful of Joy” station is right there when I feel like something completely random.

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