Dog food brand Cesar and Pandora have teamed for a marketing campaign that incorporates QR codes and features a branded radio station for dog lovers.

This is the first campaign Cesar has run with Pandora. Consumers can connect with the branded radio station via a QR code featured on signage at shelves in more than 14,000 major retail stores across the country through Jan. 1.

?The Cesar brand wanted to give back to our supportive consumers in an exciting and unique way,? said Tierney Monaco, director of the Cesar Brand, Nashville, TN.

?Knowing that music plays a key role during the holidays, we believed a branded radio station would help dog lovers amplify moments spent with loved ones, including their four-legged friends, while showcasing the brand?s personality through music,? she said.

Mobile partnership
Cesar and Pandora worked together to choose a list of songs that exemplify the company?s personality.

Consumers can scan the QR code to listen to Cesar's radio station

Approximately a dozen of these songs were featured in previous Cesar Canine Cuisine television commercials, including tracks from Jason Mraz, Train and Jewel.

?Mobile is a key channel for connecting consumers to a brand and extending the brand experience while standing in aisle and in the shopper mindset,? Ms. Monaco said.

?Preliminary results show that most of the listeners are downloading the QR code to listen to the CESAR branded Pandora radio station,? she said.

In addition to linking consumers to the Cesar branded Pandora radio station via a QR code, the company is also using social media to get the word out.

Cesar is promoting the new initiative via its Facebook and Twitter pages.

?Mobile is a key channel for connecting consumers to the Cesar brand,? Ms. Monaco said. ?This is the primary channel to extend the brand holiday music offer from the shelftalk.?

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