Audible is heading into summer full-steam ahead with its latest campaign, Summer Listens.
Featuring a timely curation of audiobooks, podcasts and Audible Originals, the campaign is brought to life through collaborations with News Corp Australia, Secret Sounds, the return of the Audible Live Club on Twitch, and top Australian content creators.
The campaign evolved from insights demonstrating that:
• Through summer months there is a 19% increase in Australian podcast consumption
• 41% of Australians choose to listen to audio content in the car
• 19% of Australians opt for an audiobook or podcast on a plane or train
Ben Rolleston, country manager for Audible Australia, said: “We’re thrilled to launch our Summer Listens campaign in conjunction with the country’s most established media outlets, platforms and content creators.
“Audible is always looking for ways to engage, excite and delight our community and, as the research shows, it’s clear summer is peak time for Australians to enjoy audio content.
“Our curated collection of audiobooks, podcasts and Originals ensures hours of entertainment for our members,” he added.
Audible’s Summer Listens campaign comprises the following collaborations:
• News Corp Australia, featuring branded editorial across Vogue, GQ and Delicious, and the wider News network; as well as podcast integrations with The Matty Johns Podcast, I Catch Killers, and Something to Talk About with Samantha Armytage.
• Live Nation Australia music fans via sponsorship of the Secret Sounds Harvest Rock Music Festival and promotions of Audible music titles (such as The Storyteller by Dave Grohl, Surrender by Bono and Origins – an Audible Original featuring Billie Eilish and Doja Cat) across Live Nation’s digital properties.
• Twitch – back by popular demand is the return of the multi award-winning Audible Live Club, a fresh spin on a traditional book club. Australian creator Loserfruit (AKA Kathleen Veronica Belsten) will listen to excerpts from The Sandman audiobook while creating Sandman-themed scenes within her favourite game (The Sims) to create deeper engagement with her 2.8m followers.
• Social media – With a combined reach of 1.6m, popular content creators Matty J, Jules Sebastian, Ricki-Lee, Rachel Burke and Jayme Jo will each collaborate with Audible to ensure listeners and viewers across multiple genres have the opportunity to engage with the Summer Listens curation.
Audible’s Summer Listens collection includes a wide variety of genres spanning mystery, fantasy, wellbeing and inspirational memoirs, as well as featuring prominent personalities such as Prince Harry, Michelle Obama, Bono and Matthew Perry.