Eukanuba in Australia was faced with a small budget but a big heart-wrenching issue – orphan dogs in shelter homes.
They wanted to support these underdogs by donating a year’s free pet food to Pets Haven Foundation Shelter in Melbourne. The marketing challenge was to maximize the commercial benefit of this initiative.
So, we sponsored an event with Pets Haven and developed a unique Facebook app that proved so utterly absorbing and engaging that through the exponential power of social media, the effect was felt by one in every five Australian adults!
The world first idea was a simple one: during the length of the event, during the event, play a game of fetch live with the shelter dogs from your laptop no matter where you are. Every time someone played, Eukanuba would donate food.
Not only did this exposure lift the brand reputation of Eukanuba and Pets Haven Foundation, it helped 100 orphan pets find forever homes.
Not bad for an underdog campaign.