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Pandora Signs Multi-Year Ad Campaign With Toyota

March 4, 2011

Pandora and Toyota have teamed up on a multi-year advertising campaign called "Legends & Icons." The campaign pairs Toyota vehicles with corresponding musical genres and artists. It's the biggest advertising campaign Pandora has had to date and it will run across all of the Pandora Internet radio advertising platforms starting today.

Today's ads will target adults 18-49 year olds. The top 40 genre station will run ads for the Toyota Highlander. Each additional month will pair a different Toyota vehicle with a corresponding Pandora Internet radio genre station. Other elements include video and curated mixtape stations created by the artists themselves that include never-before-heard audio content.

The genres and their corresponding Toyota vehicles were guided by internal Toyota market research, which pinpointed the preferred musical tastes of the drivers in each of Toyota's expansive fleet of vehicles