Earlier this year, Mastercard debuted a sonic logo, a unique melody customers hear whenever they make a purchase with their Mastercard or see the brand’s ads. It was the company’s latest move in a larger audio strategy, which also includes three podcasts — two internal and one external.
When Mastercard launched the latter, “Fortune Favors the Bold,” in partnership with Gilmet Creative last year, they knew the departure from more typical branded content creation would challenge their creative limits — but they also knew it presented a valuable opportunity to connect with consumers in a new and meaningful way.
“Audio makes people feel things, and that’s what makes it such a powerful medium for brands,” Matt Lieber, Gimlet’s co-founder and president said in a news release announcing the sonic logo. “With the explosion of podcasts, music streaming, and smart speakers, an audio strategy is no longer a ‘nice-to-have’ for brands – it’s a necessity.”
And it makes sense: An estimated 90…
