SOURCE: Pandora

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April 27, 2010 09:00 ET

Pandora Airs Exclusive Original Videos Featuring Dave Matthews

Content Brought to Pandora Listeners by Brita® FilterForGood®

OAKLAND, CA--(Marketwire - April 27, 2010) -  Pandora, the leading internet radio provider, and the FilterForGood campaign, a partnership between Brita and Nalgene, are announcing a sustainability-oriented campaign that will launch today on Pandora with original content featuring Dave Matthews Band.

Brita partnered with Nalgene to launch the FilterForGood campaign, which encourages people to reduce their bottled water waste by switching to reusable bottles filled with filtered water. This summer, Dave Matthews Band and Brita will pair up to reduce bottled water waste at the Dave Matthews summer tour events. Created by the advertising team at Pandora, the campaign includes a Brita FilterForGood landing page at pandora.com/davemattewsband with three videos of new and exclusive Dave Matthews interviews, a link for Pandora members to add a Dave Matthews Band Mixtape to their list of stations, and information about Dave Matthews Band tour ticket destinations and tour dates.

"Pandora and Dave Matthews Band have always had a great relationship and being able to promote DMB's green initiatives is another example of Pandora letting the artist's voice be heard directly by the fan," said Bruce Flohr, senior executive at Red Light Management.

"Brita is enormously proud to support Dave Matthews Band's greening efforts and help the band and DMB fans reduce their environmental impact while raising awareness of the FilterForGood campaign," said Drew McGowan, senior group manager, Brita. "We all have the power to make small changes in our lives and working together, we can have a tremendous impact on not only our world but our children's world."

Pandora listeners will also have the opportunity to learn more about Brita FilterForGood as well as add the Brita FilterForGood branded radio station, which has been seeded with music from Dave Matthews Band and other environmentally conscious artists such as Jack Johnson, Ben Harper and Lady Antebellum. Listeners will be able to share their discovery and addition of the Brita FilterForGood station with their friends by clicking on one of the highly visible icons of popular social sites: Facebook, Twitter, Share It and YouTube.

Pandora Chief Revenue Officer John Trimble said, "We're intent on creating a major win for everyone involved in the Brita FilterForGood campaign: Consumers, who will get access to some seriously cool Dave Matthews Band information; Brita for the awareness it will receive for its FilterForGood campaign; and of course Dave Matthews, for his opportunity to reach listeners with his environmentally conscious messages. Pandora is pleased to showcase our ability to provide creative and results-oriented advertising solutions with the Brita FilterForGood campaign."

FilterForGood
Each year, Americans purchase billions of plastic water bottles. Aside from the environmental impact of all that waste, Americans are spending a great deal on bottled water. Brita partnered with Nalgene to launch the FilterForGood campaign, which encourages people to reduce their bottled water waste by switching to reusable bottles filled with filtered water. Since the campaign launched in 2007, more than 180,000 people have taken the pledge to reduce their bottled water waste, keeping an estimated 189 million disposable bottles out of landfills. Visit filterforgood.com to learn how you can make a difference.

Fans can learn more about the positive environmental actions by visiting www.FilterForGood.com, www.FilterForGood.ca (when in Canada), www.facebook.com/britafilterforgood and www.davematthewsband.com.

Pandora
Pandora, the popular internet radio company, creates personalized radio stations for more than 50 million listeners in the United States. By simply entering a favorite artist or song, people can instantly enjoy a personalized station based on Pandora's Music Genome Project™. For more than ten years, Pandora's team of professional musician analysts have been building the world's most comprehensive and intricate musicological database, manually analyzing more than 700,000 songs by up to 400 distinct musical attributes per song. Listener preferences are shared with Pandora immediately through interactive "thumbs up" and "thumbs down" options that further refine their stations and help enrich the Music Genome Project. More than 2 million new listeners join Pandora every month and can listen to their stations via computers, smart phones, TVs and more than 100 other connected consumer electronic devices. www.pandora.com

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