Toyota has signed on for a multi-year contract to feature its ?Legends & Icons? campaign across all of Pandora's platforms.

The national campaign links Toyota vehicles to musical genres and artists. The company claims that this is the largest campaign to ever run across all of the Pandora Internet radio advertising platforms.

?Pandora was a natural fit for Toyota because music is such a common thread among our customers,? said Kim Kyaw, senior media strategist for Toyota. ?We wanted to create a unique space where we provide consumers with valuable custom content all while establishing positive brand awareness.

?Pandora is a leader in the online music space,? she said. ?In partnering with them we have the ability to talk with consumers in an environment they're familiar with and provide added value to their Pandora experience.?

Toyota Motor Sales U.S.A., Inc. is the marketing, sales, distribution and customer service arm of Toyota, Lexus and Scion. 

Pandora gives people music they love anytime, anywhere, through connected devices.

Toyota campaign
The campaign launched on March 4 and will run through the beginning of 2013.

Toyota plans to initially target adults ages 18-49 and will feature tunes from the Top 40 genre station with advertisements for the Toyota Highlander.

Every additional month will pair a different Toyota vehicle with a corresponding Pandora genre station.

Additionally, the Legends & Icons campaign will be featured across multiple Pandora platforms, including the Web, mobile, iPad and audio.

?This is a new campaign from Toyota that was created specifically for the Pandora space,? Ms. Kyaw said. ?Within it we have artist interviews, custom curated playlists and unique content that aren't typical available on Pandora platforms.

?It provides another layer for Pandora users, adding value to their experience,? she said.

Mobile exclusive
Toyota is currently planning exclusive creative elements including video and curated mixtape stations created by the artists that also feature never-before-heard audio content.

The company chose the genres via its internal market research that pinpointed the preferred musical tastes of the drivers in each of Toyota?s vehicles.

"Our strategy in bringing a brand like Toyota into an evergreen program such as Icons & Legends was to demonstrate the creative and unique ways we could position musical genres to align with a well-known brand," said Aimee Higgins, vice president of strategic sales development at Pandora.

"Pandora users are always discovering new music, and this campaign not only taps into that discovery aspect, it also extends the experience behind-the-scene custom interview content that gives listeners a deeper level of engagement with the artists and the brand," she said. "It's a clever way to correlate brand attributes with musical genres."

The Legends & Icons Top 40 page

Final Take
Toyota is no stranger to mobile