The company is running mobile and audio ads within Pandora’s iPhone app. The ads help drive traffic to Mandee locations.

“More than 70 percent of Pandora listening happens on a mobile device,” said Kim Luegers, director of mobile and emerging media at Pandora, San Francisco.

“Not only are consumers listening on mobile, they are staying continuously engaged with Pandora – through thumbing interaction and station creation – and brands can easily integrate into that experience,” she said.

Mobile discount
Consumers can tap on the Mandee mobile ad to receive a 25 percent off of their next purchase.

Consumers can tap on the banner ad to receive a discount

The coupon is a Pandora exclusive.

Additionally, the mobile ad lets consumers find the nearest store where they will be able to redeem their offer.

Mandee is also running audio ads with Pandora that promote the mobile initiative and encourage users to redeem their coupon in-store or online.

The audio ads encourage consumes to take advantage of the discount

Mobile efforts
This is not Mandee’s first foray into mobile.

In June, the company used mobile bar codes to engage consumers and have them participate in its ongoing campaign.

The company partnered with junior denim brand Vanilla Star Jeans for the mobile initiative. Both companies use mobile bar codes during a design challenge for students at New York City’s High School of Fashion Industries (see story).

A promotion with Pandora is a good way to garner new customers and engage current ones.

Consumers are more likely to tap on an ad that features an incentive.

“We’re seeing more and more brands utilizing Pandora’s ubiquity to connect with their target audience, including brands in the retail, hospitality, CPG, automotive industries, to name just a few,” Ms. Luegers said.

Final Take
Rimma Kats is staff reporter on Mobile Commerce Daily, New York