Why
Pandora is obsessed with personalization. So when it came time for SXSW 2018, Pandora approached Tool to create something memorable that embodied their ethos. They wanted to utilize their Music Genome Data - never before incorporated into an advertising campaign - to create unique sonic identities for festival-goers.
How
Analyzing 10,000 songs from the Pandora platform and the metagenes assigned to each, Tool created an experience that generates a custom soundtrack and WebGL visualizer, based on the specific musical taste of each user. We then created a platform for users to select some of their favorite songs, which then generated a personalized song and corresponding video.
Results
"Sounds Like You" was live at Pandora's SXSW house for the duration of the interactive and music portions of the festival. Adweek named it as one of the 10 brand activations not to miss at SXSW.
