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Podcast Co-Branding

The popularity of several podcasts expands into branded products & platforms

Trend - As the popularity and engagement around podcast platforms grow, brands are starting to get involved through unique product and service partnerships. These tactics not only help to connect brands with more specific audiences, but it showcases the brand's willingness to tap into rising media and content platforms.

Insight - Consumers have an appreciation for more authentic brand initiatives as they outgrow and lose trust in the more traditional methods of engagement that brands tend to offer. Inserting these branded initiatives into parts of consumers' routines and rituals allow consumers to actually choose the marketing content they're engaging with–thereby establishing trust between the brand and the customer.
Workshop Question - How might you integrate emerging consumer content and media platforms into your business model?
Trend Themes
1. Branded Podcast Partnerships - Brands are partnering with podcast creators to expand reach and engagement, allowing for more authentic brand initiatives to be inserted into consumers' routines and gain their trust.
2. Screen Time Reduction Initiatives - Podcasts for children are seen as a way to reduce screen time and keep children entertained in an increasingly screened-in world.
3. Marketing Through Multimedia Collaboration - Brands are partnering across media and content platforms to expand reach and engagement through unique product and service partnerships.
Industry Implications
1. Technology - New retro podcast recording equipment opportunities would draw in prosumers who are looking for effective technology to record their personal social media accounts or for use when producing professional online content.
2. Beauty & Personal Care - Pairing skincare products like Talika's Eye Decompress with a relaxation podcast encourages consumers to make time for themselves and engage in a few moments of self-care.
3. Alcohol - Partnering with popular podcasts like 'Spittin' Chiclets' allows for the creation of new products like New Amsterdam Vodka's Pink Whitney to engage with a growing and passionate fanbase.
3.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
6 Featured, 54 Examples:
73,154 Total Clicks
Date Range:
Nov 17 — Mar 20
Trending:
Mild
Consumer Insight Topics:

Featured Examples

Podcast-Inspired Alcoholic Drinks
Podcast-Inspired Alcoholic Drinks
The 'Pink Whitney' is Inspired by a Popular Sports Podcast
New Amsterdam Vodka created The Pink Whitney—a pink lemonade vodka drink inspired by the content of the popular hockey podcast ‘Spittin’ Chiclets.’ The idea for this new... MORE
Podcast-Paired Eye Masks
Podcast-Paired Eye Masks
Talika's Soothing Eye Mask is Combined with a Relaxation Podcast
French skincare brand Talika’s Eye Decompress is a unique, soothing eye mask product that is paired with a relaxation podcast for mind-body benefits. The two-piece Asian-inspired product... MORE
Retro Podcast Recording Equipment
Retro Podcast Recording Equipment
The 'Sony On Air' Draws Inspiration from Old Designs
Technology today is all about looking futuristic and as modern as possible, but the ‘Sony On Air’ takes things in a bit of a different direction by implementing a design that is inspired... MORE
Kids Podcast Partnerships
Kids Podcast Partnerships
PRX Teams Up With Night Vale and Gen-Z Media to do Podcasts for Children
Non-profit organization Public Radio Exchange (PRX) recently announced they are collaborating with independent podcast networks Night Vale Presents (specializing in scripted fiction) and Gen-Z Media (... MORE
Podcast-Inspired Wristwatches
Podcast-Inspired Wristwatches
Goodhood and Timex's MK1 Watch Honors the 'S-Town' Podcast
Goodhood worked in conjunction with Timex once again to introduce the latest iteration of the MK1 watch—this time, the duo looked to cult journalism podcast ‘S-Town.’ The custom... MORE
play_circle_filledTravel Podcasts Series Launches
Travel Podcasts Series Launches
Four Seasons Made a Branded Podcast Encouraging Leap Day Travels
The Four Seasons company is starting a travel podcast series that will run by influencers. The travel podcast series is titled, ‘Take the Leap,’ and it will encourage consumers to travel... MORE

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