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Pandora Leaps With Limited Breaks

Multiplatform campaign gives listeners fewer spot breaks today; features Lexus

Pandora is airing fewer advertising breaks today, Leap Day, courtesy of Lexus.

The personalized Internet audio service is conducting a cross-platform promotion to support the launch of the 2013 Lexus GS, available now at dealerships.

For Leap Day Lexus is giving listeners more music and limited breaks across Pandora’s Web, smartphone and iPad platforms. Pandora said Lexus is its first advertising partner to do this. Pandora SVP for Strategic Solutions Heidi Browning described Lexus as a valued, long-term partner and said the promotion pairs two premium brands.

The GS is the first of two models to offer Enform, the Lexus in-dash information and navigation system. Drivers connect their smartphone into the vehicle to use Enform, which features several apps like Pandora, iHeartRadio, Bing and OpenTable as well as navigation and roadside assistance services.