Dockers Hears Pandora’s Ad Music

For BlackBerry music lovers, the launch of the Pandora app for the Research In Motion handset couldn’t come soon enough. Along with the highly-anticipated app comes branding from a well-known clothing retailer. Dockers, a clothing brand known for khakis and prep style certainly fits the Blackberry-carrying demographic.

Pandora ( is a personalized Internet radio and music discovery service available anytime and anywhere on the PC, in the home, and on mobile devices via partnerships with AT&T, Apple and Sprint. Pandora is based on the Music Genome Project begun in 2000 and is the most thorough analysis of popular music ever undertaken.

“The Pandora and BlackBerry relationship allows the Dockers brand to bring relevant and targeted messaging within the mobile media environment to a highly engaged audience that’s tailor-made for its message,” said Cheryl Lucanegro, senior vice president of advertising sales for Pandora.

BlackBerry users are typically business professionals and consumers, aged 30-35. The Dockers campaign is now live on the BlackBerry Pearl(TM), BlackBerry Curve(TM) and BlackBerry Bold(TM) series smartphones. The brand imagery accompanies the launch of the Pandora experience when BlackBerry smartphone users download the application.

Dockers branding accompanies each song of a user’s radio station along side the name of the artist and the song playing at the time. Clicking on the Dockers branding will take users to a special discount code that can be used for purchase of men’s pants on the Dockers brand Web site: