Pandora Scores With Los Angeles Kings Advertising Campaign

'Be Part of the Pride' Campaign Urges Fans to Attend Season Kick-off of the NHL Season

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Oct 06, 2010, 09:00 ET

OAKLAND, Calif. and LOS ANGELES, Oct. 6 /PRNewswire/ -- In an all-star match up, Pandora, the leading personalized radio service, and the Los Angeles Kings of the National Hockey League announced the launch of a highly targeted and localized advertising campaign "Be Part of the Pride," starting today.

With this breakaway move, the Kings are the first professional sports team to use the multi-platform, targeted reach of Pandora to help them create and disseminate a mixtape of the team's favorite music to connect with enthusiastic fans.

Kings players Ryan Smyth, Jarret Stoll, Rob Scuderi, Jack Johnson, Brad Richardson, Peter Harrold, Davis Drewiske, Kevin Westgarth and Jonathan Bernier provided Pandora with a list of their favorite songs that were combined into a mixtape that fans can add to their stations on Pandora. The creative campaign will run on the Pandora website and mobile phone application, targeting men 25 – 49 in the Los Angeles area.

"The LA King's campaign focus, 'A Plan for Every Fan,' is in–line with the personalization mission of Pandora, where radio stations are personalized to each individual taste and advertising campaigns are delivered to a brand's ideal demographic," said John Trimble, Pandora Chief Revenue Officer. "With this campaign, the LA Kings can reach their fans and encourage them to get in the game, wherever they may be – on the web or on-the-go with mobile."

"The LA Kings are excited to help create the first sports team-inspired Pandora music station," said Jonathan Lowe, Kings VP of Marketing. "We are populating the LA Kings mixtape with our players' favorite songs along with the most popular songs played during our Kings games at STAPLES Center. This partnership with Pandora represents our club's focus of looking to the Internet and technology to bringing innovative concepts to life, with the ultimate goal of enhancing our fans ability to connect with their favorite team."

Pandora advertising campaigns currently reach more than 60 million listeners on over 150 devices, including PCs, smartphones, the iPad and in-home connected devices such as televisions, BluRay players, table-top radios and digital media players.

About Pandora

Pandora gives people music they love anytime, anywhere, through connected devices. Personalized stations launch instantly with the input of a single "seed" – a favorite artist, song or genre. The Music Genome Project®, a deeply detailed, hand-built musical taxonomy, powers Pandora's personalization – using musicological "DNA" and constant listener feedback to craft personalized stations from a growing collection of hundreds of thousands of recordings. Tens of millions of people in the U.S. turn on Pandora to hear music they love. www.pandora.com

About Los Angeles Kings

The LA Kings began play in 1967. The club now calls STAPLES Center home in downtown Los Angeles and their 2010-2011 regular season schedule begins on Oct. 9 at Vancouver with the Kings beginning their home schedule at STAPLES Center on Oct. 12 against Atlanta. For all Kings information, visit LAKings.com, and for all ticket information call 1-888-KINGS-LA (1-888-54647-52) and visit LAKings.com

SOURCE Pandora