BOSE, ACAST AND MEDIACOM LAUNCH INDUSTRY-FIRST WORLDWIDE PODCAST DISCOVERY PARTNERSHIP
Podcasts have become an increasingly popular form of entertainment for listeners across the world, but there is no brand owning this space – until now.
MediaCom, Bose and Acast have championed a new and exciting partnership to bring podcast discovery to the forefront of people’s ears. Acast are a podcast hosting platform, allowing users to listen, follow, share and connect with their favourite speakers across desktop, mobile and tablet platforms. For the partnership, listeners will be treated to podcast recommendations from their favourite narrators, while learning about the incredible listening experience that is the New QC 35 Headphones 2 from Bose.
The campaign will be running across three separate strands of audio activity:
- Hero Sponsorship – Bose will be sponsoring some of Acast’s best and most popular shows; including Adam Buxton, The Times, History Hit Network and the Guardian. Podcast narrators will be talking about the distinctive experience of the New QC 35 Headphones 2, with their noise cancelling effects and wireless connection.
- Launch Sponsorship – Bose will help promote new shows, with podcasters explaining the escapist moments while listening to music and podcasts. Podcasters will include Jessie Ware’s Table Manners, Joe Wilkinson’s TV Quiz and Adrift with Geoff Lloyd and Annabel Port.
- Bose Recommends – Bose will be associated with excellent podcasts such as History Hit with Dan Snow and Quickly Kevin with Josh Widdicombe through personalised sponsorship and recommendations.
The amount of inventory and opportunity within the partnership has required us and the client to be incredibly agile to ensure that we stay current, innovative and aligned with smart, exciting new podcasts every week. Together with the client and Acast we created rigorous briefing forms to align podcasters with the brand and content we wanted them to cover, calling out the product in a personal and authentic way. There has been an element of trust with the podcasters to adhere to this, especially as we want to stay current week by week.
The campaign launched on the 9th October 2017 and will run for five months across the UK, France and Germany. We’re exceeding our pacing goal across the campaign and Acast will be conducting research to measure brand recall and equity throughout the campaign, with companion banners helping to drive listeners back to the Bose website.
Keep an ear out for Bose Recommends on your commute by listening and subscribing on Acast, iTunes or your favourite podcast app.
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