Forbes.com: The Digital Yeoman Marketer

With two of the cutest long-haired Chihuahuas on the planet in our household, I was interested to hear about the promotional partnership Mars' Cesar Canine Cuisine is running with Pandora Internet Radio through the holidays. Sure, it's not the usual fare for a B2B marketer, but a music station for dogs and their owners to "enjoy sweet holiday music together"? Really? But hold on: Forget the dogs for a minute. The lapsed musician in me was even more intrigued. Would this be "We Three Kings" ratcheted up six octaves to that dog-whistle sweet spot? Or singing chipmunks modulated to send Fido into paroxysms of holiday howling (with the potential to spawn scores of excruciating YouTube videos)?

Thankfully, it turned out to be neither. The musical offering onCesar's Pandora station is a rotating selection of recent cuts by bands such as the White Stripes, the Pixies and Parachute. No beat-you-over-the-head holiday theming, but as Cesar brand director Tierney Monaco was reported to explain, "We thought a playlist of songs to enjoy with loved ones would be an exciting way to give back to our supportive consumers." The station is also promoted on Cesar's Twitter page.... ...

http://www.forbes.com/sites/gyro/2011/12/22/the-digital-yeoman-marketer/