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Chevy Cruze Takes Over Pandora for a Day

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author photo by Autotrader November 2010

For one day, visitors to Pandora saw Chevrolet Cruze ads cycling through their playlists at regular intervals and smartphone owners watched banners. Chevy also ran 30-second audio clips every 60 minutes. A media blitz, you might say? The buyout was the first of its kind for Pandora, which claims more than 65 million registered users, and it puts the company into the big leagues of corporate sponsorship.

In case you're not familiar with Pandora, it's a brilliant automated music recommendation service and custodian of the Music Genome Project. Founded by musicians and music lovers, the site and mobile app offers free downloadable music. Users enter a song or artist that they enjoy, and the service responds by playing selections that are musically similar. Users also provide feedback that Pandora takes into account for future selections.

The Chevy Cruze is marketing to Gen X and Y, the same crowd that are ardent Pandora users. With a reasonable starting tag of $16,275, the Cruze, a compact sedan with a slightly Euro look, has excellent fuel economy and a lot of juice. For example, the LT and LTZ 1.4 liter turbo-charged models get 24 mpg in the city and 36 mpg on the highway.

Kevin Mayer, Chevrolet advertising director, said the company chose Pandora for the surprise sensation. He noted, "We want to provide consumers with an unexpected experience both in media and in our car."

A sign of greater social networking to come? Aside from Chevrolet's much dissed recent run of ads, "Chevy Runs Deep," the company is making big attempts at spreading their social networking wings with placements on the Cool Hunting iPad app, Chevy Baseball app and more. At last glance, the Cruze Facebook page had more than 26,000 fans.

Pandora says, "Our mission is to help you connect with the music YOU like."

Chevrolet's mission is similar. It's tag? "Vehicles that fit your lifestyle."

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This image is a stock photo and is not an exact representation of any vehicle offered for sale. Advertised vehicles of this model may have styling, trim levels, colors and optional equipment that differ from the stock photo.
Chevy Cruze Takes Over Pandora for a Day - Autotrader