AC/DC rocks on Rdio

In the early days of internet TV, Rdio invested its distribution efforts with the budget-friendly set-top box manufacturer, Roku. Along with pre-installed apps and branded Rdio buttons on remote controls, the partnership included access to Roku’s advertising inventory on the platform. These channels drove initial trial of the paid-only streaming service.

Despite the arrival and promotion of Rdio’s free service tier, growth on the platform had slowed. There was an opportunity to refresh the content strategy to improve the partnership performance.

Objectives

Acquire new and re-engage lapsed listeners from the Roku user base

Strategy

The demographics of Roku’s core audience aligned with the fanbase of the iconic 1980s band, AC/DC. I led internal efforts to deliver a branded weekend campaign to capitalize on the full catalog release to streaming services.

Results

Significant spike in weekend traffic; new registrations doubled and weekend listening increased week over week by 20%

Execution

- Platform takeover with 100% SOV for targeted audience

- Dedicated placement in Roku’s weekly e-newsletter