User-Generated: Catapult Marketing, Pedigree
Dec 1, 2008
To help Pedigree spread the word about its Pedigree Adoption Drive Foundation earlier this year, the company and agency Catapult Marketing had to make an assumption: The only thing that dog owners love more than photographing their pets is sharing those pictures with others.
That assumption paid off big-time in a user-generated online campaign that achieved Pedigree's two-part mission-create online buzz and build a community rallying cry for the foundation, which helps both shelters and breed-rescue groups find homes for dogs.
Using a customized application at Facebook.com, the campaign created the Million Dog Mosaic, a collage that, when viewed in aggregate, composed a picture of "adoption hero dog, Oliver," but actually was made up of tens of thousand of dog photos sent in by site visitors who wanted to support Pedigree's "Help Us Help Dogs" initiative. The mosaic was interactive, as well; with a single click, participants got a larger image of their own pooch.
The campaign was rounded out by an attention-grabbing out-of-home ad on a large LCD screen in New York's Times Square during the Westminster Dog Show.
Response to the effort-particularly the online mosaic-was better than expected, proving that with its original assumptions, Catapult was not, ahem, barking up the wrong tree.
The campaign, with more than 50,000 photos uploaded, raised over $50,000 for the Pedigree Adoption Drive Foundation. It also racked up about 1 million page views in less than a month and drew more than 2,000 blog mentions.
"We had certain insights going into this," said Jason Katz, evp/interactive at Catapult. "One was that dog lovers love to show off their dogs. The second was that there is a growing consumer need for connectivity. And finally, there is a strong tug-at-the-heartstrings element to the foundation's work. By tapping into these insights, we were able to create significant action and buzz for The Pedigree Adoption Drive."
For more Buzz Awards Coverage coverage:
2008 Buzz Awards Winners
Millions Are Talking: Do you know who is creating the buzz?
Grand Prize Winner: McDonald's Brave New World
Event Marketing: ABC Domestic TV, Dr. Scholl's for Her
Online: Proximity Canada, Alka-Seltzer
Viral Marketing: Goodby, Silverstein & Partners, Adobe Creative Suite
Music: The Marketing Arm, AT&T
Outdoor/Out-of-Home: Butler Shine Stern & Partners, MINI Cooper
Print: Fallon Minneapolis, Sci Fi Channel
Radio: OMD, Visa
Reality TV: Mediavest Worldwide, Herbal Essences
Scripted Television: R&R Partners, Valley Metro
Social Media: OMD, McDonald's
Sports: Mediavest, Sprite
Wireless: Moxie Interactive, FOX Studios/Jumper
Integrated Campaign: Campfire, Verizon
Public Relations: Coburn Communications and AARP
User-Generated: Catapult Marketing, Pedigree
Film/Movie: Davie Brown Entertainment, Mountain Dew
Buzz People's Choice Awards