XM Canada tunes in on Facebook

The satellite radio provider has extended its digital strategy to Facebook with a new app that allows users to listen live on the site. The platform will be promoted with a genre-targeted Facebook campaign and on-air promos.

XM Canada is giving Facebookers the opportunity to add a soundtrack to their party-photo browsing adventures.

The satellite radio provider announced this week the launch of a new Facebook app that allows users to sign up and listen to the radio service live on the site. The app is an extension of the company’s XM online + service launched in December, which allows listeners to purchase an online-only account to hear the service through their iPhone, iPod Touch or on the XM Canada website. The service is free for the first two weeks, then $7.99 a month afterwards.

The new app is being promoted to consumers with a Facebook media buy, with creative and media by Toronto’s Hooplah, which targets people based on preferences they’ve displayed on their Facebook profile. A person who is a ‘fan’ of country music artists, or ‘likes’ rock-themed topics, would more likely see genre-specific ads appearing while they browse, Andrea Fiederer, director of marketing, XM Canada, tells MiC.

The app also has built-in sharing functionality that Fiederer says is meant to enhance its chances of being promoted virally. Users can share what they are listening to on their profile or invite friends to join XM. The app will also be promoted on XM’s own properties.

Extending the service to Facebook was a natural fit for the company’s expanding digital strategy, Fiederer says.

‘The biggest thing is that by allowing Facebook users to access live streaming of over 100 XM channels, we open ourselves up to millions of Canadians who are already spending tons of time on Facebook. By being able to offer them music and programming, I think we really complement the entire Facebook experience.’

XM satellite radio is commercial free, but the company would be open to brand partnerships on contests or promotions if the right opportunity arose, Fiederer says.