The PEDIGREE® Super Bowl: Crazy Pet Owners campaign was designed to bring renewed attention to PEDIGREE® and its Adoption Drive to find homes for the over 4 million dogs who enter shelters every year.
Leveraging a funny, irreverent Super Bowl advertisement featuring
exotic and unmanageable “crazy” pets, PEDIGREE wanted to engage this
vast audience in an online interactive experience that drove awareness
of the brand, cemented its positioning as a caring organization, and
helped participants contribute to the feeding of dogs without a home.
PEDIGREE
surged to its highest dollar sales ever with $22.2MM booked in audited
channels! Dollar share reflected the same momentum with the highest
dollar share gain in a single period.
Integration with PR efforts
provided significant lift in pre-event site traffic and engagement with
115.5% lift in total page views and an incredible 225.2% lift in
visitors with a 223.4% lift in unique visitors.
The positive
momentum continued post-game with 146.2% lift in total page views,
238.7% lift in visitors; 242.3% lift in unique visitors and 19.4% lift
in time spent per visit.
Total video views were 2,243,847 — which
equated to the same number of bowls of food donated to dog shelters
across the country.
PEDIGREE needed messaging to speak to the benefits of dog adoption
without bringing down the lighthearted mood of the Super Bowl audience.
It also needed a hub where consumers could take action, share in the
adoption cause and engage with the brand after the commercial aired.
SITE
CREATIVE
What better way to communicate a great message than with
humor! A hilarious microsite was created that supported Super Bowl
messaging and included tongue-in-cheek behind-the-scenes “Crazy Pet”
stories, communicated via documentary-style videos of people who own a
”crazy pet” — like Rusty the Rhino, Bruno the Ostrich, and Max the
Bison.
To both grab, and keep, consumer attention, Rusty the
Rhino was featured on a startling 3D animated homepage takeover for the
PEDIGREE Website that literally caused the screen to shatter as Rusty
stampeded through. The tagline “Maybe You Should Get a Dog” resonated
through the entire campaign.
OFFER
An engagement program was
created for those who wanted to help, but could not adopt. For every ad
and “behind the scenes” video viewed, one bowl of food was donated to a
shelter dog. Additional online content supported the Adoption Drive and
PEDIGREE’s mantra of “Help Us Help Dogs.” SOCIAL NETWORKING
The
program was promoted via PR and distributed virally across the Web
through Facebook videos, Twitter, an iPhone application, and paid
search. Content was also available across post-game online channels,
including Yahoo! and YouTube.
PEDIGREE surged to its highest
dollar sales and highest volume gains ever as a result of the campaign.
The site, iPhone app, “behind the scenes” content, disruptive takeover
and additional online and offline elements provided a powerful
combination of creativity and technology and drove awareness of the
adoption drive, donation of food to shelters and sales for the product.









