Case Study: WBUR achieves 96% pass retention and a rapid 2-week launch to engage Modern Love listeners with Airship's Reach mobile wallet

The Perfect Pair Mobile Wallet Meets the Modern Love Podcast

Modern Love: The Podcast, produced by The New York Times in partnership with WBUR, needed a lightweight way to promote a new weekly audio series and keep listeners engaged on their phones without requiring a dedicated app or intrusive SMS/email campaigns. The goals were to drive discovery, provide easy access to episodes and related content, and build ongoing anticipation for weekly releases.

Urban Airship recommended Reach mobile wallet passes: fans received a one-time link to add a pass that updates automatically, surfaces reminders on the device home screen, and links to iTunes, guest voicemail clips and episode assets on the pass back. The campaign launched in two weeks, achieved conversion rates twice the industry average, and retained 96% of downloaded passes, giving WBUR a fast, low-friction channel to continuously engage listeners.

WBUR

Kristen Holgerson

Director of Marketing and Promotion