Hot Cars, Hot Dogs & Hot Tunes Combine to Make Cool Summer Promotion

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A summer-long digital music promotion which involves Target Chip Ganassi Racing, Purina® Dog Chow® brand dog food, and VerveLife (The Digital Media Agency™), was launched July 9. VerveLife’s patent pending technology and licensed music library, along with Target Chip Ganassi Racing driver “DJs” are providing Purina with a valuable tool to reward consumers for their purchase.

A summer-long digital music promotion which involves Target Chip Ganassi Racing, Purina® Dog Chow® brand dog food, and VerveLife (The Digital Media Agency™), was launched July 9. VerveLife’s patent pending technology and licensed music library, along with Target Chip Ganassi Racing driver “DJs” are providing Purina with a valuable tool to reward consumers for their purchase.

A music download card/VIP code good for five free select music downloads has been placed in 75,000 specially-marked 50 lb. bags of Purina® Dog Chow® brand Dog Food, which will be sold exclusively at nearly 1,300 Target stores. The music download cards will direct consumers to http://www.dogchowtunes.com, where they will select their favorite Target Chip Ganassi Racing driver to become their “DJ Driver.” After answering two fun questions, the DJ driver customizes a 16-song playlist that correlates to the users’ answers. The technology allows consumers the ability to preview a sample of the songs before downloading their five favorites from the playlist.

“VerveLife is uniquely capable of delivering a highly individualized and exciting user experience, while offering all three partners in the promotion the opportunity to achieve each of their respective marketing objectives,” said Justin Jarvinen, VerveLife’s founder and CEO. “We’re delighted to work with such stellar and innovative brands.”

In addition to providing consumers with a valuable purchase incentive, the interactive promotion is engaging by including the Ganassi drivers and music customized to personal taste. “This event is a great opportunity for Purina® Dog Chow® brand Dog Food to reward its consumers by providing added value through a unique and innovative program,” said Purina® Dog Chow® brand manager Gianna DeiSanti. The promotion runs while supplies last and the music download cards/VIP codes are valid through Dec. 31, 2006.

About VerveLife

VerveLife (The Digital Media Agency™.), a leader in the digital media industry, creates and manages custom digital media promotions for brands. VerveLife’s patent-pending technologies, award winning creative, and vast library of licensed content allow brands of all types to offer their customers free music, ringtones, movie trailers, videos, and more, while gathering important consumer data in return – all from within their own branded desktop and mobile environments. VerveLife’s turnkey digital media solutions result in unique and powerful experiences that help establish lasting relationships between brands and consumers. For more information visit http://www.vervelife.com.

About Nestlé Purina PetCare

Purina® Dog Chow® brand Dog Food is manufactured by Nestlé Purina PetCare Company, one of the leading global manufacturers in the pet food industry. Purina promotes responsible pet care, humane education, community involvement and the positive bond between people and their pets. The North American headquarters for Nestlé Purina PetCare is located at Checkerboard Square in St. Louis, Missouri. The company is part of Swiss-based Nestlé S.A., the world’s largest food company.

About Target and Chip Ganassi Racing

Target Corporation is a retail company focused on providing exceptional value to American consumers through their Target-brand upscale discount stores. Since 1990, Target has been the primary sponsor of Chip Ganassi Racing’s IndyCar operation and has amassed five championship titles and 48 wins. In 2001, Target expanded its support of CGR by becoming the primary sponsor of the #41 NEXTEL Cup car.

This season, Target Chip Ganassi Racing competes in the NASCAR NEXTEL Cup Series with rookie Reed Sorenson, and in the Indy Racing League IndyCar Series with Scott Dixon, 2003 IndyCar Series Champion, and Dan Wheldon, winner of the 2005 Indianapolis 500 and defending IRL champion.

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Julie K. Berry
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