Millennial Media Partners with Patagonia to ?Go Green? with
Innovative Mobile Ad Campaign in Support of Earth Day
The Patagonia Music Collective Teams With Leading Mobile Ad Platform
to Engage Eco-Friendly Mobile Consumers
BALTIMORE--(BUSINESS WIRE)--In association with Earth Day 2011, Millennial Media today announced the
official launch of a new mobile ad campaign on behalf of Patagonia, the
outdoor apparel company, designed to raise money and awareness for
environmental groups across the globe.
?This campaign is a great example of the
power of mobile?delivering an eco-friendly message to the unique
consumers who will respond to it and positively impact the Earth.?
The new campaign is promoting Patagonia Music Collective?s ?Buy a Song,
Benefit the Environment? iPhone application, where music lovers can
purchase exclusive tracks from top socially-conscious artists such as
Ziggy Marley, Brandi Carlile, and Blitzen Trapper. Songs are available
from iTunes, and profits from sales will go directly to an environmental
organization of the artist?s choice, such as the Surfrider Foundation or
Jamaica Environment Trust.
The ad units from Millennial Media allow users to download the official
Patagonia Music app, or purchase a song directly from iTunes and
instantly sync to their phone. Patagonia is leveraging Millennial
Media?s industry-leading reach and proven ad targeting technology to
place the ads in front of eco-friendly consumers who are most likely to
respond to the campaign?s environmental message.
?With this campaign, our goal was to increase awareness, inspire action,
and raise money for environmental groups such as Honor the Earth,? said
Christina Speed, director of marketing at Patagonia. ?Mobile was a
crucial part of the initiative, as it was important for us to reach our
core audience when they were on the go, and give them the opportunity to
engage with the music in a seamless way that left zero carbon footprint.?
?Patagonia is a retail and environmental leader, and we were happy to
partner with them for this initiative? said Mack McKelvey, SVP,
Marketing, Millennial Media. ?This campaign is a great example of the
power of mobile?delivering an eco-friendly message to the unique
consumers who will respond to it and positively impact the Earth.?
The Patagonia Music campaign is part of a determined effort from
Patagonia to inspire and implement solutions to support the environment.
The initiative follows previous campaigns like ?Vote the Environment?
and ?Freedom to Roam.?
For more information on Millennial Media, go to: http://www.millennialmedia.com
To learn more about Patagonia Music, go to: http://www.patagonia.com/us/media/music.
About Millennial Media
Millennial Media is the proven leader in mobile advertising. With the
largest mobile media audience in the U.S., Millennial Media uniquely
offers brand advertisers the only set of specific, scalable audiences.
Our ability to reach, target and engage consumers is unparalleled. As an
innovative technology leader, our mobile decisioning, serving, and
mediation platforms are powering some of the largest companies in the
media business today. The company is committed to growing the mobile
advertising marketplace by becoming the preferred partner to all
advertisers seeking to reach mobile consumers, all publishers and
developers seeking to maximize ad revenue, and all mobile operators
seeking to further monetize their networks. The company has received
numerous industry awards including the 2010 OnMedia Top Private Company
in Digital Media, the 2010 Stevie for the Most Innovative Company, and
Paul Palmieri, president and CEO, was named the Ernst & Young
Entrepreneur of the Year for Technology in Maryland. For more
information, please visit http://www.millennialmedia.com, join
our Facebook community, or follow us on Twitter @millennialmedia.
About Patagonia
Patagonia, with sales last year of over $333M, is noted internationally
for its commitment to product quality and environmental activism. In
Fall 2011, the Company?s entire product line will be recyclable thorough
its Common Threads Recycling Program. The company also advocates
corporate transparency through its interactive website, The Footprint
Chronicles®, which outlines the environmental and social footprint of
individual products. Patagonia was featured as The Coolest Company on
the Planet on Fortune Magazine?s April 2007 cover.
Contacts
Millennial Media
Max Nelson, 443-743-2219 x 2929
mnelson@millennialmedia.com