Warner Bros. has partnered with Pandora to promote its new ?Rock of Ages? film via a branded radio station that aims to engage movie-goers and ultimately drive ticket sales.

The Rock of Ages radio station is inspired by classic rock hits from the 1980s and songs from the film. Warner Bros is promoting the film through Pandora?s Web and mobile platforms.

?Warner Bros. partnered with Pandora to create a promotion that allowed Pandora listeners to celebrate 80s rock music, while generating awareness and, in-turn, ticket sales for the upcoming Rock of Ages film release,? said Michael Chuthakieo, executive director of national entertainment at Pandora.

?Together with the filmmakers and the Warner Bros. marketing team, Pandora curated a custom 80's Pandora mixtape,? he said. ?Once users add the station on the Web, their desktop experience is seamlessly extended to their mobile listening experience with Rock of Ages branding. 

?We will also have an impactful, full-screen Rock of Ages mobile ad appear when the Pandora app is launched on the film?s release date, which is being leveraged to help drive ticket sales.?
 
Rock on
The Rock of Ages radio station features expandable mobile ads promoting the film.

The mobile ads feature Twitter calls to action, as well as encourage consumers to get tickets to see the film.

When consumers tap on the mobile ads, they are redirected to an optimized page that lets them view the trailer for the film, check out the synopsis and browse stills.

Additionally, consumers can buy tickets for the film, ?Like? the movie on Facebook and follow it on Twitter.

Smart move
The mobile and Web campaign is a smart move on Warner Bros.? part.

The campaign is particularly well-done because for the obvious music ties.

?In addition to promoting the branded station across Pandora, we are leveraging the Pandora social media channels to help spread the word,? Mr. Chuthakieo said.

?Social activity has been extremely positive, and the branded Rock of Ages station continues to add new listeners every day; we are seeing great listening and engagement time per user,? he said.

Final Take