Pandora, Xfinity write mixtapes for 'Trolls World Tour' streaming debut

Brief:

Streaming audio platform Pandora and cable company Xfinity today released custom mixtapes to promote the release of the "Trolls World Tour" movie, which starts streaming on April 10, according to an announcement shared with Mobile Marketer.
Pandora's musicologists created a mixtape for the movie soundtrack and main characters in the animated film, including Poppy, Branch, Queen Barb and Tiny Diamond. The movie sequel was produced by DreamWorks Animation, while Universal Pictures Home Entertainment is the distributor, per its website.
Pandora users can find the mixtapes directly, while Xfinity customers who use the X1 platform for on-demand video and music can use voice commands such as "Play Poppy's mixtape on Pandora" to start streaming the audio tracks.

Insight:

"Trolls World Tour" is notable as the first feature film to replace its theatrical opening with a video stream premiere as the COVID-19 pandemic keeps movie theaters closed. As housebound consumers rely more heavily on digital platforms for entertainment, Xfinity and Pandora's collaboration on custom mixtapes for the movie can help to raise awareness for the premiere. In addition to distributing the movie on Xfinity cable systems, Universal Pictures is also streaming it on Amazon Prime Video, Apple TV, Fandango Now, Google Play, Vudu and YouTube, per the studio's website.

As with many movies, the soundtrack is a key part of marketing "Trolls World Tour," which features songs by performers who also provided voiceovers for the main characters, including Anna Kendrick, Justin Timberlake, Kelly Clarkson, George Clinton and James Corden. Timberlake's hit song "Can't Stop the Feeling" for the first "Trolls" feature in 2016 helped to publicize the movie, and the sequel may similarly benefit from a soundtrack featuring celebrity performers.

Custom playlists on streaming platforms have become a more popular way for marketers to connect with audiences on their mobile devices. Nestlé, PepsiCo, Unilever and Wendy's were among the major advertisers in December that first tested Pandora's interactive ads that respond to voice commands. Skateboard apparel company Vans last year partnered with Pandora rival Spotify to create a branded playlist inspired by collaborations with artists who have performed at its live events. KFC France last year created a playlist for Spotify to showcase various hip-hop songs in which the brand is mentioned.