TVNZ, Pandora and Starcom have found a way to make the romance from TVNZ 2's First Dates New Zealand last all week, with the creation of the ultimate date night station.
The First Dates New Zealand Mixtape, featuring tracks from artists including Lorde, Zara Larson and The Naked and Famous is available on Pandora, with a link to it from TVNZ OnDemand.
It has also been promoted through Pandora advertising placements, Pandora and TVNZ social media channels as well as an in show ‘baseline’ to visit the dedicated station.
In return, Pandora is promoting the TV show, with ads around the station's music and a link on the its website to First Dates New Zealand on TVNZ OnDemand.
Pandora’s New Zealand sales director, James Butcher, says bringing together the content from First Dates with a curated branded audio experience provides a really unique experience, allowing the content to live throughout the week via the passion point of music.
“This was an exciting opportunity for us at Pandora to partner with one of NZ’s leading Media companies to deliver a truly innovative experience for our listeners and fans of the show.”
TVNZ 2 marketing manager Clare Barker added the campaign, with its multiple platforms and device touch points, expanded the possible audience for the show.
So far, the First Dates New Zealand Mixtape has seen almost 4,000 users launch the station and had over 1,000 listening hours logged.
The music station joins the existing programme campaign featuring Holly and Luke, a pair of guinea pigs.
For the campaign, TVNZ has replicated the TV show by creating a series of videos in which the guinea pigs go on a date and find love - or so we hope.