TD Banknorth Uses Custom Music to Drive New Accounts

Posted By Joe Pulizzi on October 13, 2008

Yes, music and banking do have something in common: driving new accounts for TD Banknorth.

TD Banknorth, a leading banking and financial services company, recently partnered with Pandora, the online personalized music service, on an experiment called the TD Money Mix Tape. To promote TD's iPod shuffle giveaway for opening new accounts, TD (and agency VIA) worked with Pandora to offer a custom "money-themed" playlist for prospects, including songs from Radiohead ("Dollars and Cents"), The Beatles ("Money"), Pink Floyd ("Money") and my personal favorite "Mo Money Mo Problems" from the now P Diddy (and yes, that song is on my iPod). The program was promoted on both the TD and Pandora site, with a customized banner program.

According to TD, the program exceeded their new account objectives by 10% (although we don't know what the initial projections were).

Cheers to TD, a relatively conservative bank, for trying something new and finding success. Now if they can only stay in business.