To coincide with football’s biggest Sunday, Discovery has launched a custom-built Puppy Bowl campaign using Marigold Grow’ meme generator and sweepstakes functionalities.
Published to Animal Planet’s website, visitors and fans of the event can create their own personalized trading cards using photos of their pets, and enter the sweepstakes to drive animal shelter donations.
Marketing campaign objectives
- Promote and increase viewership for Animal Planet’s airing of Puppy Bowl XVI
- Boost campaign social sharing by inspiring customized, shareable user-generated content
- Drive donations to selected animal shelters
Puppy Bowl solution
Whether you’re a pet parent, or you have an animal in need of a new fur-ever home, Animal Planet has published an adorable Puppy Bowl campaign for followers to show off their canine companions. Who doesn’t love seeing their dog in the spotlight?
From many states across the U.S., the gallery hosts a range of puppies from all breeds, backgrounds, and personalities. To start creating their very own customized trading card, participants can select the pet photo that they want to upload and can choose from the range of card layouts provided. Animal Planet viewers can then personalize the card description, and provide four fun facts about their pet, in addition to their pet’s name, and city.
To maximize campaign reach, Animal Planet has also included social sharing actions to Twitter and Facebook for participants to share their trade card creations. Website visitors can also head over to the gallery, where the best submissions are featured.
As part of the campaign, Animal Planet has also published an accompanying sweepstakes to drive financial support for select animal shelters. To celebrate the Puppy Bowl, Animal Planet is offering to donate $1,000 to an animal shelter of the winner’s choice — plus an Animal Planet Fan Pack giveaway!
To begin their entry, participants start by submitting their email address, and on the next stage can continue to submit their personal contact details as well as their date of birth and cable/service provider. Participants can then opt-in to subscribe to Animal Planet’s free newsletters to keep up-to-date with the latest information.
By integrating detailed data capture, this offers a great opportunity to grow profiles of consumers to deliver personalized and targeted marketing communications based on information provided by users.
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