From ClickZ:
That “meow” you hear coming from your neighbor’s office may be a part of Nestle Purina PetCare’s latest interactive initiative.
Barks, meows, jingles and audio pet care tips are front-and-center on the new Purina.com Web site, unveiled this week. But these content bites aren’t meant to be accessed via the Web. They’re podcasts, ringtones, wallpapers, and SMS alerts, created with the help of Purina interactive agency of record Arc Worldwide, a Publicis company.
“They [pet owners] tend to be as adoptive of new technologies as the population at large. Mobile devices are becoming increasingly popular and some even might say ubiquitous in the U.S.,” explained Michael Moore, director of interactive marketing at Purina.