Levi's Dockers runs mobile ads in Pandora app

Denim giant Levi Strauss & Co.'s Dockers San Francisco is running mobile ads in Pandora's much anticipated application for Research in Motion's BlackBerry devices.

Dockers San Francisco is the premiere sponsor of the launch of the BlackBerry application. Dockers' goal is to engage BlackBerry smartphone users who are on-the-go, tech-savvy consumers ages 30-35 and are confident, ambitious and socially conscious.

"In general our strategy is finding alternate ways of targeting consumers because they consume media differently these days," said Patti Sircus Bender director of brand marketing for Dockers San Francisco. "With the recent surge in the popularity of smartphones this partnership made sense.

"The mobile initiative is really about helping our consumers and showcasing new products," she said. "Coupons do well because consumers are always looking for discounts -- especially now."

Pandora is a personalized Internet radio and music discovery service available anytime and anywhere on the PC, in the home and on mobile devices via partnerships with AT&T, Apple and Sprint.

The Dockers campaign is live on the BlackBerry Pearl, BlackBerry Curve and BlackBerry Bold series smartphones.

The brand imagery accompanies the launch of the Pandora experience when BlackBerry smartphone users download the application.

Dockers branding accompanies each song of a user's radio station alongside the name of the artist and the song playing at the time.

Clicking on the Dockers branding will take users to a special discount code that can be used for purchase of men's pants on the Dockers brand Web site: http://us.dockers.com .

The Dockers consumer is forward-thinking and engaged with new technology.

Pandora's BlackBerry application was downloaded by 20,000 users in just a day and half.

"We try to do what our users want," said Cheryl Lucanegro, senior vice president of advertising sales at Pandora, San Francisco. "For a year and a half there has been an outcry for a BlackBerry service.

"For us this is a natural progression, as we are just trying to make it easy to listen to us," she said.

This isn't the first time Dockers does something mboile.

Dockers created the first interactive "shakable" mobile advertisement within a custom-built ad network of iPhone applications just last week (see story).

Pandora also has an iPhone application.

When it first launched in September, Best Buy and Becks Beer ran branding-purposed mobile campaigns within the application.

Users who clicked on the application's icon from their iPhone were routed to a welcome screen with the advertiser's logo (see story).

Following the iPhone application, Pandora significantly extended its mobile marketing options for advertisers with an application for Microsoft's Windows Mobile devices.

"Dockers is innovative and forward thinking brand," Ms. Lucanegro said. -- The Pandora and BlackBerry relationship allows the Dockers brand to bring relevant and targeted messaging within the mobile media environment to a highly engaged audience that's tailor-made for its message."