The Los Angeles Kings are the first sports franchise to advertise on Internet radio service Pandora with a local campaign tied to the start of the new NHL season. The "Be Part of the Pride" effort
starting today will allow fans to use the platform's social share feature to create and share a "mixtape" of the team's favorite music.
Favorite songs selected by Kings players including Ryan
Smyth, Jarret Stoll and Rob Scuderi were combined in a mixtape fans can add to their personalized stations on Pandora. The creative campaign will run on the Pandora website and mobile phone
application, targeting men 35 to 54 in the L.A. area.
Pandora last week announced a similar partnership with Ford on a cause-marketing campaign site visitors to share a mixtape compiled by artists John Legend and
Jewel. When a song is shared, Ford and Pandora will make a donation to the artist's charity of choice. Pandora says it has more than 60 million listeners, 40 million of whom access the Web radio
service on mobile devices.