Marketers tap into the power of song and sound, and we’re chanting along to the latest viral TikTok trend, tuning in to sonic identity, and dancing through our dinner prep.
TikTok user Nathan Evans’ rendition of a 19th-century sea shanty created unexpected waves, sparking what the social media company says is the first viral trend of 2021 – #SeaShanty. When other users (including Andrew Lloyd Webber) responded to the Scottish postman’s performance by adding harmonies via the platform’s duet feature, TikTok spotted an opportunity to celebrate the creative outpouring.
The company worked with VaynerMedia to create a 30-second video montage illustrating the trend’s evolution. The ad spot, which airs in the United Kingdom television market, is the latest element in a campaign called “It Starts on TikTok,” according to an article in The Drum.
“Modern marketing needs to move at the speed of culture to be truly relevant … and that speed has enabled us to celebrate a truly magical moment that started on TikTok and has captured the UK’s imagination,” TikTok’s head of marketing in Europe, James Rothwell, said in a news release. TikTok isn’t the only brand capitalizing on the #SeaShanty trend. Polydor Records signed Nathan to a three-album record deal in January, and Saturday Night Live sent up the trend in a skit starring that week’s guest host, Bridgerton star Regé-Jean Page. WHY IT MATTERS: Not every brand can be TikTok, but every brand can celebrate its communities. Whether it’s a community that attends your events, participates on your social platforms, or your products, it’s great to acknowledge your biggest fans. You could create a video tribute (like TikTok did) or an award or other form of recognition. CMI names a Content Marketing World Community Champion each year, for example. .
Mastercard’s sonic brand identity recently celebrated its second anniversary.
When the financial services company first introduced the 30-second melody in 2019, Chief Marketing and Communications Officer Raja Rajamannar explained to Forbes what the company wanted from the audio: “[It] should be very pleasant. If it’s unpleasant, the brand doesn’t look good, so it has to be pleasant. It has to be simple … It has to be neutral, meaning it should not dominate any situation … and it has to be memorable; unless it is memorable you cannot connect it to your brand.
“And it has to be hummable; that which you hum sticks in your brain much better… And it has to be versatile. Whether you are in Dubai, or in Shanghai or in Columbia, anywhere in the world, it should feel native to you.”
The Mastercard sonic identity adapts to different regions, via C360 Raja Sound of Mastercard Geographies from Jess Tan on Vimeo.
In 2020, Mastercard amped up its audio efforts, debuting an original pop single incorporating the Mastercard melody. Merry Go Round, written and produced by Sweden’s Niclas Molinder (who has worked with Lady Gaga, Miley Cyrus, and Mary J. Blige), was planned as the first release from an upcoming Mastercard album called Priceless after the brand’s famous ad campaign.
What’s next? Raja told attendees at American Marketing Association’s virtual conference last year that a Mastercard musical is in the works. WHY IT MATTERS: Content marketers talk a lot about audio as voice becomes a growing avenue for content delivery. But we don’t hear much about audio identity. That’s something all brands should consider – even those with no plans to create musicals or release pop songs. Every brand can benefit from a consistent, identifiable voice (the audible kind).
Spotify playlists from pasta brand Barilla work as a backdrop to customers’ culinary experiments – and as a melodic timer. Drop the pasta in the pot, hit play, then drain the perfectly cooked noodles once the music stops.
The Barilla Playlist Timer includes seven lists of different lengths and musical genres. Each list corresponds to the recommended cooking time for various pasta shapes. Options include Mixtape Spaghetti, Boom Bap Fusilli, Moody Day Linguine, Pleasant Melancholy Penne, Best Song Penne, Top Hits Spaghetti, and Simply Classic Linguine. Covers of pop, hip-hop, and indie hits performed by Italian musicians make up the playlists. (None of the lyrics can compete with the old classic On Top of Spaghetti.)
WHY IT MATTERS: Barilla smartly connects an aspect of using its product (cooking) to an enjoyable content experience (music).
It’s a wise move for brands to consider what happens after the purchase. Barilla’s playlist helps it stay top of mind (or ear) with its customers.
After all, grocery shelves are filled with pasta options. Barilla is playing on the idea that once you’ve sampled the catchy cooking tunes, you’ll be more likely to pick up another one of their signature blue boxes. CCO
