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CHICAGO Publicis Groupe’s Arc Worldwide here is taking Purina to the latest frontier in marketing with a podcasting and mobile marketing effort.
Through the Web-based broadcasts, consumers can sign up to receive downloadable versions of Purina’s Animal Advice radio program, a biweekly show covering topics such as pet training, surgery, behavioral theories and insurance. Once downloaded, the files can be moved to portable media players to be listened to at a consumer’s leisure.
In addition to the podcasts, the company has also devised programming for consumers to get through their mobile phones, such as training tips and ring tones that sound like a barking dog or the Friskies jingle.
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