Every Dog Has His Day...and, Now His Own Mobile Ringtone

According to a recent study�, more than 30 million American mobile phone owners have downloaded some sort of entertainment content to their phones, especially favorite ringtones. Whether popular songs or jingles, the expanded array of downloadable content has led to a whole new class of unique sounds making their way into the mobile phone ringtone arena. Today, Nestl� Purina PetCare announced that pet lovers nationwide can now take the love of their furry friends anywhere with new Purina dog and cat ringtones, podcasts, mobile wallpapers and more. Plus, until September 21, 2006, pet lovers can enter the Purina Mobile Sweepstakes for the chance to win an Apple� iPod� with Video Playback pre-loaded with a Purina video podcast.

Is That a Pomeranian in Your Purse? Downloading personalized ringtones is becoming increasingly popular, and Purina has answered the call of pet lovers nationwide and expanded their mobile phone download options to include 15 pet ringtones. For example, dog lovers won't be able to resist the recently added "It's Bacon!" ringtone made famous by the Beggin'� Strips brand. Also, cat lovers will be "Feelin' All Right" when they receive a call and hear the familiar Friskies� jingle.

For the 45 percent of U.S. households that own more than one pet�, and can not choose between a whimsical "woof" and a melodic "meow," duel dog and cat ringtones are available. Also, pet lovers can easily complement their favorite ringtone by decorating their mobile phone screens and desktops with one of 16 new wallpapers featuring charismatic cats or playful pups. This pet-related content is available by visiting Purina's Web site, www.purina.com/downloads.

In addition, pet lovers who want to share their pet's unique voice with the world can record their dog or cat and e-mail Purina an mp3 file. In the future, Fluffy or Fido could be selected as Purina's next featured ringtone.

Pet Podcasting In order to provide pet lovers with more meaningful, informative and interesting pet-related content, Purina has enhanced its offering of pet podcasts, which can be downloaded for free to enjoy whenever and wherever they want. Available in both audio and visual formats, the downloadable podcasts give pet lovers information on such topics as training, veterinary care, behavioral theories and pet insurance. Additionally, Purina has partnered with FilmLoop, a photo broadcasting network, to offer photo sharing software that enables pet lovers to share their favorite pets' pictures in real time with friends and family by saving them to their desktops, Web pages or blogs. In addition, a variety of Purina pet-related film loops are available to download. "We recognize the role mobile technology is playing in people's daily lives, which is why we've enhanced our Web site to offer even more engaging and meaningful pet care content," said Michael Moore, Director of Interactive Marketing at Purina. "Given the increased popularity in mobile technology, our expanded offerings are a natural progression that allows pet owners to take advantage of this customizable content anytime, anywhere." Downloading Details Purina's wireless communications are available to consumers via a variety of sources. For mobile phone carriers with Cingular, Sprint and T-Mobile, information can be downloaded to all phones with text messaging (SMS) capabilities. Major brands including Audiovox, LG, Motorola, Nokia, Samsung, Sanyo, Siemens and Sony People are also compatible with the wireless downloads, available at www.purina.com/downloads. All other content such as the podcast and FilmLoop software can be downloaded to any portable media player or a home computer.

Site Enhancements The updated wireless download offerings are part of an overall enhancement to www.purina.com in order to provide pet lovers with more fun and valuable information to enjoy anywhere. In addition, all the enhancements are being promoted via the Purina Mobile Sweepstakes where pet lovers can enter for the chance to win a 30GB Apple� iPod� with Video Playback pre-loaded with a Purina video podcast until September 21, 2006. The site will continue to feature direct links to Purina's portfolio of brands and supply an expansive collection of pet care information. In addition, the site will continue to provide links to other sites sponsored by Purina, including www.PetFinder.com, which is an online, searchable database of animals in need of homes and www.DogAge.com, which helps dogs live young, healthy lives.

To learn more about Purina's wireless downloads visit www.purina.com/downloads.

� The Purina application, ring tones and wallpapers are available from Purina at no charge. However, wireless carriers/service providers may charge a fee for the download or for using the application, depending on the service plan. Interested parties should contact their wireless carriers/service providers for details.

� ISPOS Insights, 2005 Digital Music Behavior Survey.

� APPMA 2005-2006 National Pet Owner Survey.

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