GM?s Cadillac is the exclusive advertiser on Pandora Media Inc.?s launch of its latest mobile marketing platform for Google?s Android smartphones.

In doing so, Cadillac is hoping to take advantage of the exponentially growing smartphone market?Pandora reports 200,000 new registered mobile users per week?as the first step of its strategy to extend its footprint on various smartphone platforms in order to reach high-value mobile consumers.

?Cadillac is leveraging the ability to bring a new and exciting Pandora application to a targeted selection of our listeners,? said John Trimble, chief revenue officer of Pandora, New York. ?The goal is to create awareness of the 2010 Cadillac SRX Crossover on Pandora?s multiple digital platforms.?

Cadillac is a luxury vehicle brand owned by General Motors Co. Cadillac vehicles are sold in more than 50 countries and territories worldwide, but its core market is in North America. The SRX is a mid-size crossover SUV.

Pandora is a personalized Internet radio and music discovery service available anytime and anywhere on the PC, in the home and on mobile devices, including the Palm Pre, Research In Motion?s BlackBerry smartphones, Apple?s iPhone and now Android platform devices.

Pandora has partnerships with Apple, RIM, AT&T and Sprint.

Pandora listeners can enter a favorite song or artist to launch a personalized listening experience that includes discovery of new bands, artists and songs.

Pandora claims to be the largest online music site based on monthly unique visitors and has a growing user base of more than 35 million registered listeners, a database of more than 700,000 songs and national advertisers such as Levi?s, Best Buy, Target, Honda, Procter & Gamble and Nike.

The Cadillac of mobile ad campaigns
Cadillac?s target demographic is hip, on-the-go, affluent consumers, which dovetails with smartphone users. Specifically, Pandora developed a campaign to help the automaker tap into the 25-plus affluent audience segment.  

Cadillac turned to Pandora?s mobile marketing platform to reach its core target to promote its new crossover model.

Advertising on smartphones marks a first for Cadillac, and the company has chosen its new 2010 SRX crossover model to feature in the advertising campaign.

While this is Cadillac?s first in-application ad campaign, the luxury auto brand has run mobile ads on TSN Mobile, the mobile sports Web site of CTV, Canada's largest private broadcaster (see story).

The campaign is a full mobile focus concentrating on 300x50 banner ad units.

When consumers click on the ad, they are taken to the WAP landing page where they can enter their ZIP code to find the nearest Cadillac dealer, view photos of the 2010 SRX and search for more information about the crossover SUV model.

Cadillac?s campaign is also taking advantage of Pandora?s 5 million-plus unique mobile users across all of Pandora?s mobile platforms, including its mobile Web site.

?Pandora delivers a scalable environment of passionate, engaged and desirable consumers that provides Cadillac a campaign focused on influencing and conveying their brand messaging on the SRX Crossover,? Mr. Trimble said.

?By partnering on the launch of our Android app, we have the ability to reinforce their leadership position, deliver a value to the listener and create engagement within the platform,? he said.