Stream the best of Cumulus Media with Rdio Live
In 2015, there was no standardized way to stream live radio content from mobile phones. Listeners were stuck with lackluster quality audio streams from individual websites…when they were available. The Rdio team partnered with Cumulus Media, the second largest radio network in the United States, to build consistent, in-app streams. In exchange for the tech investment, Cumulus offered access to content, DJ talent and advertising inventory to promote the new product, Rdio Live.
Objective
Acquire new and engage existing listeners with the launch of Rdio Live stations
Strategy
I managed efforts with the media agency to select Cumulus markets with the largest audience, strongest programming and best alignment with Rdio’s core demographics. I then worked with internal creative and PR leads to develop the launch campaign.
Results
9% lift in new registrations in Cumulus markets vs. non-Cumulus markets and 44% weekly return rate among Cumulus-attributed new users.
Execution
Leverage audio ad inventory and live DJ promotions on Cumulus-owned terrestrial radio stations
Introduce live streaming stations to existing listeners via in-product and owned advertising inventory on mobile apps
Issue joint press release announcing product launch