Pandora Scores TB Bankborth A Boatload of New Accounts
Pandora is my new friend. It's TD Banknorth's new friend too. VIA, TD Banknorth's agency, realizing the growing popularity of the music service that lets people created customized music stations, launched a pandora tuner takeover unit for the bank.
In support of the bank's iPod promotion, VIA created a custom TD Money Mix Tape with a selection of "currency-themed" music from the likes of Radiohead ("Dollars and Cents"), The Beatles ("Money"), Pink Floyd ("Money") and the Yeah, Yeah, Yeahs ("Rich"). There are 82 songs in all.
Apparently the fixation with Pandora and the bank's use of it has paid off handsomely. According to VIA, the bank exceeded its goal of new accounts opened by ten percent. Of course the goal could have been two new accounts but saying that would just be mean. Ooops. Sorry. I tend to write what I think before I think sometimes.
As a Pandora user, I can say a lot of time is spent on the page tweaking things, perfecting your station and reading about artists you've never heard of. I've never clicked on an ad yet but I'm sure some have and, for TD Banknorth, that's a very good thing.