TuneIn taps McKinney and launches new brand campaign
“Listen Like You Mean It” celebrates TuneIn’s commitment to provide the very best audio content in the world to over 60 million monthly listeners
Durham, NC April 28, 2016 — TuneIn, the world’s largest audio network, has launched a new brand campaign created by its first-ever agency of record, Durham, NC-based McKinney.
Coinciding with the 2016 Major League Baseball season and the NFL Draft, a new brand statement, “Listen Like You Mean It,” will make its debut on April 28 in two major baseball markets, Chicago and Boston. Passionate baseball fans will experience complete station domination in transit hubs adjacent to both Wrigley Field and Fenway Park. The fully integrated campaign will launch in radio, digital and social and be followed with out-of-home executions in TuneIn’s top markets, including New York, San Francisco, Chicago and Boston and Los Angeles.
“The new brand campaign reflects TuneIn’s mission to deliver the world’s best listening experiences,” said Scott Parker, TuneIn VP of Marketing. “It puts the listener at the center of the moment and celebrates audio that moves and transports you. McKinney was the ideal agency to capture this vision and bring it to life.”
“TuneIn has rapidly grown to scale with a great business model and the support of the venture community and key partners like the MLB and the NFL. As their first agency partner, McKinney is thrilled to bring a different kind of capital to their future success. We wish Scott and his team great success and look forward to helping them build a powerhouse brand,” said Brad Brinegar, McKinney chairman and CEO.
The campaign will carry the tagline “Listen Like You Mean It,” designed to invite people to experience the power of audio. “There’s decidedly no ‘easy listening’ in this campaign,” said Lyle Yetman, who teamed with fellow McKinney Creative Director Will Dean. “Every creative execution shows people having a transformative and highly participatory reaction to what they’re listening to. TuneIn is about active listening, whether your thing is music, an NFL game or even an audiobook. Audio can be as different and as equally visceral as video and that’s what active listening is all about.”
Creative will communicate TuneIn’s Premium selection of content that includes live play-by-play broadcasts of MLB, NFL and NBA games, exclusive team channels, curated music stations, live events, original talk/news programs and audiobooks. TuneIn will also add NBA play-by-play for the 2016-17 season. The effort will launch in 14 markets in the U.S. around marquee events like the 2016 MLB Season, the NFL Draft, the MLB All-Star Game, the CMA Music Festival and the 2016 Democratic and Republican National Conventions. The campaign will continue through 2016.
TuneIn content is available on more than 200 connected devices, including mobile devices and vehicles. Listeners can subscribe to TuneIn Premium or sign up for a free trial starting today via TuneIn.com and TuneIn’s mobile apps for iOS and Android.
TuneIn is the most popular way to listen to streaming audio from around the world. With more than 60 million monthly active users, TuneIn lets people listen to the world’s sports, news, talk, and music from wherever they are. TuneIn has over 100,000 radio stations and more than 5.7 million on-demand programs stemming from every continent, and is available for free across many connected devices. TuneIn Premium lets subscribers listen to the NFL, MLB, NBA, over 40k audiobooks, and commercial-free music stations. TuneIn has venture funding from Comcast Ventures, IVP, Sequoia Capital, Google Ventures, General Catalyst Partners, and Icon Ventures, and is headquartered in San Francisco, California.
Founded in 1969, McKinney focuses on delivering influence through creativity. The agency’s work has been recognized by Cannes, Effie, The One Show and The One Show Interactive, ANDY, Art Directors Club, CLIO, D&AD and the IAB MIXX Awards. An Advertising Age 2015 Agency to Watch and one of the Best Places to Work in Marketing and Media, McKinney works with the following clients: TuneIn, Samsung, Nationwide Insurance, Nationwide Financial, ESPN, Sherwin-Williams, CarMax, Crocs, Sennheiser, Mentos, Big Boss Brewing, Dognition and Urban Ministries of Durham. The agency is part of Cheil Worldwide, one of the world’s leading marketing communications networks with 49 offices in 44 countries. Operating as one agency with two doors, McKinney has offices in Durham, North Carolina, and New York City. To learn more, visit mckinney.com, follow @mckinney and subscribe to Socializ’d, our Monday morning newsletter covering what happened in social the week before.