Soap.com is running banner and audio ads within Pandora?s mobile application and offering listeners 20 percent of their purchases.

Consumers can click on the banner ad to get their discount. After looking for the products they want, customers can use the offer code ?Pandora? to get the promotion.

?We are currently testing Pandora mobile as a channel that can potentially raise awareness and drive sales for us in our core markets,? said Teju Prabhakar, associate director of marketing at Sopa.com, New York.

?Our strategy is to utilize Pandora advertising in an integrated fashion with other marketing efforts, such as direct mail and outdoor, to raise overall market-level ROI and gain additional scale,? he said ?The audio and visual components reinforce each other ? it?s usually better to use both if both are available.

?Additionally, the visual component raises recall and recognition for us, given our other marketing efforts and our integrated marketing approach.?

Soap.com offers health, beauty and households essentials.  

Pandora?s box
The Soap.com banner ads read: Save 20% - use offer code PANDORA.

The Soap.com banner ad within the Pandora app

When users click on the ads they are redirected to the company?s site where they can browse different products and use the code at checkout.

?We think anyone who tries Soap.com will love it ? we offer great prices, free premium two-day delivery, and the biggest selection of health, beauty and household essentials available anywhere,? Mr. Prabhakar said.

?With almost half a million customers so far, we have to remind ourselves sometimes that we launched less than 10 months ago, and that early adopters are still our biggest asset,? he said.

?Pandora users tend to be smart shoppers who are Internet savvy, and convenience oriented, and thus, a good potential source of early adopters for Soap.com.?

Mobile commercial
In addition to the banner ads, the company is also running audio ads.

The audio ads can be heard during a music break.

A full-size banner ad appears. The text reads: Save 20% on first order. Free overnight delivery on 25,000 products. Offer code PANDORA.

The full-size audio ad

Additionally, Pandora users can listen to a female announcer talking about the offer.

?Mobile has and will continue to be an area of focus for us,? Mr. Prabhakar said.

Final Take