Why Sonos #ListenBetter Worked

Regardless of what their specific taste may be, people are passionate about their music. Music unites people, tapping into their emotions, for richer personal expressions and deeper human connections.

Sonos has connected with that passion to make their brand about more than selling speakers. They want to use technology to help people access their music and improve the audio listening experience from the ground up. The “You Deserve Better” campaign and #ListenBetter identities elevate the brand beyond their product, imbuing the Sonos brand with a values-driven mission.

Speaker systems are a product that is particularly suited to live, experience-driven events, because the product really can’t be demonstrated or sampled any other way. Sonos has built their brand, not on in-store demos, but on live, immediate experiences, connecting their product and their mission with their audience in a direct, meaningful way. Sonos does experiential marketing every day.

In late 2016, Sonos launched the “You Deserve Better” campaign, graphically demonstrating the poor user experience and unwieldy technology of most home audio systems. This campaign culminated in a dramatic “Speaker Amnesty” experience in the heart of London where they allowed the public to trade in their current home speakers for a free Sonos system.

The Speaker Amnesty event harnessed multiple phases to increase brand awareness and drive audience engagement:

  1. Working with Amplify, Sonos built an enormous, eye-catching kiosk at London’s King’s Cross Station, a central and highly-trafficked area
  2. Radio ads and print fliers were distributed heavily in music-friendly venues, inviting people to the Speaker Amnesty
  3. The first 300 people in line could trade in speakers for a Sonos system. This number was high enough, and the proposition appealing enough, to motivate people to start lining up at 4:30am
  4. The event was unusual enough to be news-worthy, attracting attention from traditional media and giving Sonos representatives a first-hand opportunity to explain the “You Deserve Better” campaign.
  5. During the day, working with a local art collective, the donated speakers were transformed into an on-site art installation, shared on Instagram Stories
  6. Overnight, footage captured at the event was edited into a film that was projected onto the kiosk, greeting commuters the following day, and distributed socially.
  7. People who photographed themselves with the installation and used the #ListenBetter hashtag had a further chance to win a Sonos system.

This unique, highly visible, 3-day event harnessed traditional advertising via print and radio, traditional media, social media, and a first-hand brand experience, to reach 450K real-time commuters, create 482K owned impressions, over 1M earned impressions, and over 2K direct consumer engagements.

The Sonos Speaker Amnesty event was an incredibly impactful brand story, and just one of the ways that Sonos has made experiential marketing and #ListenBetter the heart of their company. Sonos’ mission statement makes their values clear:

At Sonos, we will listen, learn and build a community to promote and protect the future of music. We will use our business to support those confronting music under threat, and work towards making music a central part of life for everyone

Sonos has a #ListenBetter grant program, supports musical artists and activists, is a policy advocate, creates meaningful creative and advocacy partnerships in the community, and has a robust calendar of events at tech events and music festivals.

By making the Sonos brand about music, rather than about speakers, Sonos has cultivated a deeper, more meaningful relationship with their consumer, connecting with them about the things that they are passionate about, and transforming their product into something that improves a consumer’s daily experience of their music, their technology, and their home. It’s natural for such a brand to embrace experiential marketing and own it in a way that none of their competitors have yet imagined. Sonos has redefined what people expect from a home audio system, and has Amazon and Apple chasing after them.

Want to make a meaningful relationship with your consumer?

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Nike Shoes running up steps

Why Nike’s Breaking2 Worked

What if Nike had a marathon and 13 million people came?

Nike’s massive Breaking2 initiative culminated in a race in May of 2017, but the race was only the final reveal of a project nearly 3 years in the making. In a nearly perfect expression of the Nike brand, Breaking2 combined elite athletic performance, cutting edge shoe technology, and meticulous attention to crafting an unforgettable brand experience.

Scientists speculate that it might be possible for a human to run a marathon in less than 2 hours, but only barely, and only in the perfect conditions. And it’s a goal that is (so far) only theoretical. By announcing that Nike intended to break the 2 hour threshold, they could immediately command the interest and excitement of athletes, sports scientists, and sport enthusiasts around the world.

And Nike is the company to do it. Working in experimental laboratories in their Beaverton, Oregon headquarters, they have the facilities and the expertise to not only train the best athletes in the world, but to design, refine, and perfect the perfect shoe. That shoe ended up being the Zoom Vaporfly Elite, and a disguised, not-yet commercial version of the shoe was worn by all three of the 2016 men’s marathon Olympic medalists.

On the night of the attempt, only 800 people were present at the Formula One track in Italy where the race would be run. But 13.1 million people tuned in to the live stream on Twitter, Facebook, and YouTube, with half a million simultaneous viewers at its peak, making it Twitter’s biggest-ever brand-driven live event. The attempt commanded 8 times more viewers than the New York, Boston, or Chicago marathons. As of December 2017, 19 million people have watched the race, and the #Breaking2 hashtag has over 2 trillion impressions.

Using the footage, both Nike and National Geographic have made documentaries about the race. And Nike invited viewers to download their app and attempt to “Break2” on their own, with early access to the Zoom Fly shoe, the commercial version of the shoes worn by the runners.

As a race, although the world record was broken, the 2 hour barrier was not. As a brand experience, Breaking2 was unparalleled.

  • As a marketing tool, beginning with the 2016 summer Olympics through the May 2017 race, Nike designers and engineers commanded media attention by talking about the science and technology of their controversial shoe.
  • As a sporting event, it had all the breathless excitement and anticipation of a major event. The athletes chosen were all familiar to the public as elite, Olympic athletes, and the race commanded audience and media attention as a spectacle alone.
  • As a campaign, by holding the race themselves, Nike had complete creative control of all the content and promotion. They could position it exactly as they wanted, and generate hundreds of hours of unique brand content unavailable anywhere else, that can fuel unique content for years to come.
  • As a sales tool, the extensive discussion of the shoe itself, including when it would be available to consumers, was an integral part of the brand experience.
  • And as an experience, Breaking2 was comprehensive. Using video and blog content, traditional and social media, the Nike app, and the live stream, audiences around the world were immersed in a unique, unrepeatable, brand experience, the effects of which are still being felt today.

 

Breaking2 was a complete triumph. The meticulous, multi-level planning and execution, the vast investment of time and resources, and the masterful command of media attention and audience, resulted in a branded experience that we don’t yet quite have the vocabulary to describe. It’s been discussed as a sporting event, as an ad campaign, as a marketing stunt, and as a brand experience. In truth, it was all of those, and more. And, given Nike’s ability to execute long-term, complex projects, we can expect the effects of Breaking2 to resonate through the sport and marketing worlds for years to come.

Want to work on a project together?

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Experiential Marketing Ice Axe

Denver Welcomed Outdoor Retailer 2018 and Amazing Brand Experiences

It’s no surprise that one of the world’s biggest outdoor sports shows would be an experiential marketer’s dream. And Outdoor Retailer delivered this past weekend in Denver.

More than 1,000 brands from across the globe descended on the Mile High City to showcase their latest products at the four-day trade show, which moved to Colorado this year after more than two decades in Utah. Vendors were competing for the attention of 11,000 retail buyers, along with members of the press, industry advocates and politicians—so standing out was critical.

The most effective brand experiences were interactive. Take Kahtoola, which makes crampons for winter hiking and trail running. The Flagstaff-based company invited attendees to try on a pair of their MICROspikes and trot across several blocks of ice on-site at the booth. Not only does such a demonstration provide a great opportunity to highlight the product’s efficacy, but it also creates a memorable experience.

Indeed, ice was a common theme at the Outdoor Retailer show, which featured gear, apparel, footwear and accessories for all kinds of snow sports. At the Black Diamond booth, the Salt Lake City equipment manufacturer literally froze its Recon Stretch Ski Shell in ice. To show that their headlamps were actually water resistant, the company had them on display amid a constant stream of water.

Events were another great way that manufacturers engaged with audiences. Show organizers partnered with Icelantic’s Winter on the Rocks to host a Fridaynight fashion show at Red Rocks Amphitheatre to exhibit the latest in cold-weather style. The theme was “the whole mountain,” marking the first time in three decades that the outdoor and snow industries joined forces for one trade show.

Simple as they might seem, activities or displays that allow potential customers to touch, feel and see a product are an easy way to induce busy attendees to pause in a crowded convention center. And of course, creating buzz and drawing traffic to your booth gives company representatives more opportunities for in-person brand education. This is even more critical for smaller brands that don’t yet have the retail footprint or name recognition of storied companies like the North Face or Patagonia.

Brand engagement in the outdoor space is more necessary than ever. Like other sectors, the industry is feeling pressure across the board given the shifting shopping habits of millennials. Retail sales of outdoor gear amounted to $18.9 billion during the period of December 2016 to November 2017—a 6-percent drop from the previous year, according to market research firm NPD Group. Younger generations are less likely to demand specialized goods, instead favoring versatility, NPD found.

One way to engage with millennials is to appeal to their commitment to sustainability, and politics was a major theme at Outdoor Retailer. That was due in large part to the industry’s decision to leave its home of two decades, Salt Lake City, in protest of the Trump administration’s decision to scale back Utah’s Bears Ears National Monument and Grand Staircase Escalante National Monument. Several brands used the trade show as an opportunity to weave their views on the issue into their experience.

At the massive KEEN Footwear display, an old-school phone booth was emblazoned the message “call to action.” The exhibit encouraged show attendees to call their representatives to protest the monuments decision. Not to be outdone, Patagonia partnered with environmental advocacy groups for a light show that projected directly onto Denver’s McNichols Building in Civic Center Park along with the Bureau of Land Management headquarters in Lakewood. The light show blasted messages like “monuments for all” and “stand with Bears Ears” alongside a countdown clock to Feb. 2, when the Bureau of Land Management is set to open portions of the lands to mining and drilling.

At the Pineapple Agency, we love our outdoor brands and it was great to support our clients at the show: Eartheasy, a sustainable living company; Gogglesoc, maker of stylish and eco-friendly protective coverings for your goggles; Drysure, whose boot and shoe dryers don’t require heat or electricity; and Turbine Outerwear.

Outdoor Retailer is hosting two additional shows in Denver this year in July and November.

Like to know more about our brand activation and trade show services?

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People attending outdoor festival

Why South by Southwest is a Powerful Venue for Brand Activations

The annual Austin, TX film, music and interactive extravaganza known as South by Southwest runs from March 9-18 this year. Not only is SXSW the largest music festival of its kind in the world, but also it is also an exciting film conference and a Launchpad for emerging technologies.

Creative types from across the globe will be converging on Austin this March, and while the event is a yearly highlight for attendees, it’s also a golden opportunity for brands and marketers that know the value of experiential marketing.

A Brief History of SXSW

Way back in 1986, discussions began in Austin that would lead to the very first South by Southwest festival in 1987. The group that started the festival was looking for a way for local musicians to get more exposure. The overriding idea was to bring the rest of the world to Austin to get a firsthand look at what it had to offer.

In March of 1987 the first event began, and it wasn’t long before it took on a life of its own, growing year after year as more and more musicians took part. In 1994, the film and interactive events were added and as the Internet took off, SXSW quickly became what it is today, one of the preeminent festivals in the world for creative people to share and learn and grow.

How the Event Has Evolved

The addition of film and interactive to South by Southwest was a significant part of the festival’s evolution, but it wasn’t the only thing. Over time, it became apparent that the festival would be a major opportunity for brands, as many influencers in the music and film industries regularly attended.

Today, SXSW produces the highest revenue for the Austin economy outside of sporting events and U of Texas events. It has grown over the past several years from an estimated economic impact of $190.3 million in 2012 to $325 million in 2016. Super Bowl LI that was held in Houston brought an estimated $347 million.

A Hotbed for Experiential Marketing

The vast numbers combined with the influence on popular culture that many of the attendees have, make South by Southwest the ideal venue for experiential marketing. Even though the event began as a way to show more of Austin’s creative community to the world, it is now world-renowned and the demographic is perfect for what experiential marketing provides.

As an internet culture, we love interacting with technology, and immersive experiences have become what we expect. A brand activation at South by Southwest creates the perfect storm of audience, influencers, environment and technology. People from all areas of the globe who have shown up with an open mind and ready to share experiences will take that experiential marketing message with them when they leave.

At The Pineapple Agency, we love the idea of using interactive elements to bring everyone together and enhance your brand. And everyone loves the mission and feeling behind the South by Southwest festival.

Like to know more about brand activations and what we can do for you?

Let’s chat.

Happy Event Attendees

2018 Trend Report: Ads are Out, Experience is In

The 2018 reports and forecasts are coming in, and the news is bad for advertising. Traditional advertising is flat or declining, with print taking a big hit and broadcast spending levels forecast to be about the same, year-over-year. The biggest loser is banner advertising, projected to drop a staggering 8.8%. The fact is, customers are avoiding advertising at an ever-increasing rate, with an ever-changing and expanding array of tools to block and avoid unwanted ads. CMOs are unwilling to continue their spend on ads that don’t get views, and to prioritize channels that don’t yield measurable results.

While all these reports may look like bad news for the advertising industry, the forecast isn’t entirely grim. The bright spot for the upcoming year is that experiential advertising continues to rise. In 2018, experiential marketing will become an ever-more-important feature of the advertising landscape, as 9 in 10 marketers recognize the importance of experiential marketing in driving brand engagement.

But experiential marketing is more than a short-term trend. As consumers have more and more choice and autonomy in when, where, and how to interact with brands, marketers must respond with content that is unique and compelling. Study after study shows that millennials value experiences over possessions, and reaching this coveted segment means being as mobile, creative, and innovative as they are. Even the projected increase in cinema ad spends, and Google’s focus on “near me” searches, reflects the fact that these consumers aren’t home on the couch in front of the TV; they are out and about, having new experiences, making new memories, and seeking the unexpected. Experiential marketing is a great way to both reach and engage them.

And experiential marketing isn’t just a way to target and reach the consumer, creating a unique experience that stays with them. Good brand experiences are also highly sharable, generating organic views for a influence and engagement that reaches far beyond the moment. A staggering 98% of consumers create digital and social content at events and experiences, giving brands a built-in opportunity for organic influencer marketing. Integrating social at every aspect of the experience appeals to consumers, who want to create and share content with their friends and followers, and user-generated content becomes brand content in turn. It’s a win-win.

Finally, positive brand experiences are shown to yield bottom-line results. When these experiences are fully integrated with mobile and social technologies, the result is real-time metrics that give brands the data they need to measure campaign effectiveness, as well as direct insight into specific consumer behavior. And it’s not just data that drives the success of experiential marketing. Studies show that it directly leads to sales, when 65% of consumers buying a product or service at an experiential marketing event, and 70% become regular customers. These kinds of real-time sales results and quantifiable data deliver so much more to marketing teams than vague metrics like ratings and views. A single compelling brand experience gives companies invaluable, ongoing insight into the effectiveness of all their marketing efforts.

2018 is the year of experiential marketing, but it’s not just a trend or a shift in spend for the year. It’s the dawn of a whole new way to engage with consumers, generate traffic, and grow sales. It’s the future of relationship based advertising.

Want to learn what experiential marketing can do for you?

Let’s chat.

 

Experiential Marketing Notebook

Think Your Mid-Size Brand Can’t Afford Experiential Marketing? Think Again!

For mid-size brands, experiential marketing is not only possible, it’s a must. The experiential marketing campaigns of larger brands such as M&Ms and MasterCard may make experiential marketing seem impossible, expensive, and overwhelming. This growing marketing trend is possible on a mid-size brand scale with our creative team. Let’s focus on 3 key factors of why experiential marketing is not only necessary but affordable:

1. Experiential Marketing Defined

Experiential marketing is designed to build an emotional connection between consumers and products through face-to-face interaction.  This type of interaction results in immediate response and feedback. Add social media sharing and the value of experiential marketing greatly increases. Consumers share experiences on social media; they do not share ads or billboards.

A fun example of experiential marketing is the 2016 Orangina commercial featuring a specially designed vending machine. The product is well-known for its shake-the-can marketing because as promised, the drink is tastier when the pulp is shaken. The vending machine featured in the commercial is designed for the can to purposely get stuck, resulting in customers shaking the machine to free the stuck can. Watch the video here.

Creating emotional connections with consumers often comes through moving or touching experiences. Philips successfully captured these emotions in an ad based on their experiential marketing campaign of “Harnessing the Physical Energy of Mothers.”  In celebration of Mother’s Day, a fall event in Argentina, Philips installed specially designed batteries into the shoes of busy mothers, literally capturing their energy. The fully-charged batteries were then used to power an entire neonatal ward in a hospital. Philips creatively captured the hard work of busy moms and transferred that power to new moms. What’s not to love about this experiential marketing campaign?

2. Creativity Doesn’t Have to be Expensive

Perhaps the greatest feature of experiential marketing for mid-size brands is the fact the brand is capable of creating more personal experiences for consumers versus mega brands simply reaching the masses. When it comes to experiential marketing, event planning, and creativity are essential. Mid-size brands have a world of opportunity when it comes to targeting their audiences in a personal/direct way. Think about what you offer and how consumers interact with your products. Now consider where your audience gathers; is it the latest trade show, football field, or even the state fair?

Be strategic. A smart strategy connects your target audience with your products in an interactive way.  Going less high-tech may create more memorable experiences for consumers than something high-tech and complicated. The more complicated the events and interactions, the less sharing, and purchasing. Technology advances have made it easy to incorporate technology while still keeping experiential marketing affordable. It all depends on the type of event and the level of complexity. A custom virtual reality game, for example, requires a large budget. By aligning your event and brand thematically, an off-the-shelf virtual reality set makes for a similar experience at an affordable price. Simple engagement is perfect for mid-size brands to attract target audiences in a timely manner that sparks enjoyment rather than something time consuming and frustrating. Stay focused on the end goal of creating an emotional connection between your brand and consumers.

 3. You Can’t Afford Not  to do Experiential Marketing

Consider these statistics from the 2018 Event Marketing Benchmarks and Trends Report:

  • 80% of companies overperforming their goals will increase their budgets for live events for 2018.
  • 75% of marketers believe that in upcoming years, live events will become increasingly important to their organization’s success.
  • 30% of marketers believe live streaming will impact events the most.
  • 60% of smartphone users are using their phones at social gatherings and live events.

Is All This Measurable?

Yes! ROI is gathered through hard and soft measurements. For example, the number of attendees at the event or the number of social engagements are considered hard measurements. Soft measurements are the “a-ha” moments when a consumer experiences an emotional connection to the brand. Setting the groundwork for measurement starts in the planning process. Establishing clearly defined goals and outcomes and integrating them throughout the event is essential to experiential marketing success.

Experiential marketing isn’t slowing down. Our team thinks outside the proverbial box and will work hard to develop creative, high-quality experiential marketing tactics designed to bring you much success in 2018.

Is your mid-size brand onboard?

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Come in, we're open sign

6 Mistakes to Avoid in Experiential Marketing

Experiential is a power house medium for engaging your audience.  However, not all experiences are successful. In this post, we will highlight 6 mistakes you should avoid while creating an experiential marketing campaign. By simply adhering to these points, you will have already taken one step to ensure a successful experiential campaign.

Here are 6 things to avoid when you are developing your experiential marketing campaign.

1: No strategy: when, where and why.

When approaching your brand activation, it is important to look at the big picture and determine the goals and objectives of the campaign. The when, where and why of the experience needs to be in sync with the rest of your marketing efforts. In addition, choosing the place, time and environment must be relevant to your target audience. Carefully plan and research before you design your activation.

2: Making the Message Too Complex.

There should be purpose to your activation. One simple message to convey to the consumer. Implementing experiential into your marketing efforts should be as strategic as the rest of your business decisions. Just because it is a cool idea doesn’t mean that it will help you get your brand message to your audience. You want to make sure that whatever you are planning is clearly tied in to your brand story so that it is easy to make the connection. Your audience should be able to experience your brand. The whole idea of planning an experiential campaign is so that your audience will start talking about your brand in a positive way. Make sure you create a story they can understand and want to share.

3: Engagement with the audience is lacking.

What is experiential in two words? Audience engagement. Okay, five words, audience engagement with your brand. You should be able to engage with your target audience in a meaningful way through the experience.  Whether it’s a visual that they can share, a physically interactive activity, a chance to win something, or a chance to share and interact with the brand digitally, plan your campaign so that people have to and want to get involved.

4: Logistical gaps

We cannot reiterate enough the importance of logistical planning. If you haven’t planned everything down to the most minute detail, then you will undoubtedly have unexpected things come up that will pull your focus from the task at hand. There will always be unknown factors during an event, but if you plan and anticipate each moving piece you can find a way to overcome the hurdles of the inevitable. Plan out each step of your experiential activity, and have a consistent process for execution.

5: Zero follow up

Now your event has been completed. You have reached and engaged with your intended audience, as planned. You are done with your experiential campaign. Wrongo! Unfortunately, one big mistake often made by companies is to have the event’s back end processes stop right there without continuing the conversation with your audience. There are huge gains in extending your strategy past the event itself. Be sure to think through how you’ll leverage the live event as a kick off for ongoing buzz and conversation with your audience. Don’t miss out on the power of tracking here!

6: Not implementing effective tracking/measurement tools

One of the biggest mistakes is being unable to gauge the impact and ROI the campaign has created. You want to be able to capture numbers, information, and most importantly the audience’s view of the masterpiece. After the campaign has been executed, how will you know if it’s successful? You have to set measurable, and trackable goals while you are in the planning phase. Strategize about objectives and get clear about what you want achieve. Set your goals accordingly and then take advantage of tools to track and measure so you know whether you have been successful in your attempt.

The most successful campaigns aren’t just clever concepts, they are the brand’s image come to life to build connections with target customers. Experiential marketing offers an opportunity to merge a cohesive branded message in a wholly immersive way. If an experiential event isn’t in your marketing mix for 2018, it may be time to review your road map.

Give your customers an experience to remember.

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People at event raising their glasses

Best Experiential Marketing 2017

As we wrap up the year, we can’t help but look back at 2017 and think about some of the best experiential marketing campaigns. These campaigns fill us with excitement. We hope you enjoy them too.

Copaxti’s Questival

Questival from Cotopaxi on Vimeo.

The Questival is a 24-hour adventure race dreamed up by the folks at Copaxti’s. With tours all across North America, Copaxti is engaging thousands of people to do exciting, fun, and downright good adventure seeking activities all while building positive brand love.

Why we love it? Talk about unforgettable and highly sharable! There is no question, the participants in the experiential are fully engaged! Not only that, but Copaxti’s is showcasing the lifestyle and products that they live and breathe daily.

Cheetos Pop-Up Restaurant

Best Experiential Marketing
Photo credit Event Marketer

Inspired by the viral Cheetos-infused recipes, Cheetos partnered with celebrity chef Ann Burrell to create The Spotted Cheetah, a three day pop-up restaurant in the Tribeca neighborhood of New York City. The pop-up featured 11 signature Cheetos inspired dishes, celebrity Chester Cheetah himself, and full on Cheetos decor. Reservations sold out within six hours of release while thousands more signed up for the waiting list.

Why we love it? The sixty seven year old brand is committed to keeping things fresh, fun and memorable. The play off of the already viral Cheetos-infused recipes allows Cheetos to stay on strategy while creating a must experience branded dining event.

Glenlivet Dram Room Pop-Up

Best Experiential Campaign
Photo credit Event Marketer

The time for Scotch is now and the Glenlivet Dram Room tour brings now to life in an engaging sampling room experience that makes the old new again. In an attempt to break through stoic Scotch reputation, Glenlivit invited guests at food and wine festivals and Taste the Nations events across the country to step into the sleek black and natural wood Dram Room for a brand and product history engagement served up with a personalized drink.

Why we love it? Sleek and sexy, this booth straddles traditional and modern while offering sensory invitation and educational content in just the right ratio. Did I hear seconds? Yes, please.

Marriott Multi-sensory Event Series

Experiential Marketing
Photo credit Event Marketer

Celebrating the completion of the Irvine Marriott’s $35 million dollar redesign, the Marriott decided not to follow the standard ribbon-cutting tradition. Instead they opted to create engagements of meaning that would put top customers, travel and hospitality bloggers, influencers and partners at the center of meaningful experiences. The themed event series of three titled Studio: Culture, Studio: Taste and Studio: Innovation allowed the Marriott to create memorable moments that were filled with authenticity.

Why we love it? It’s always fun to throw a party, but carefully curated experiences are even better! Participants in the Studio events were invited to participate in a traveler immersion allowing the Marriott to do what they do so well, support the traveler experience.

We hope you enjoyed our recap of the best experiential marketing campaigns of 2017. We look forward to many more in 2018.

Interested in experiential?

Let’s chat.

Golden retriever at #giveafetch

Experiential Case Study: Camp Bow Wow

Camp Bow Wow reached out to The Pineapple Agency looking to increase brand awareness through experiential.  They knew they wanted an 8 foot gumball machine that dispensed tennis balls and a dynamic event that would attract and capture the hearts of dog owners in 5 key markets across the US.

That was the beginning of the #giveafetch campaign.  The five #giveafetch events kicked off national dog week in Denver, Cleveland, Atlanta, Paramus, and Dallas with a weekend of fun.  Guests at the events met ultra-famous doggy influencers, got a free caricature of their pooch, mingled with dog vendors, dog owners, and local animal shelters, and lined up at the giant gumball machine for a photo opportunity and a perfectly squeaky Camp Bow Wow ball.  One lucky winner received the golden ball and one full year of free doggy day care!  But that’s not all, Camp Bow Wow set aside $50,000 to support pet welfare and invited guests to vote on their favorite animal shelter.  Three winning shelters from each city received a check from Camp Bow Wow to help them carry out their mission.

The #giveafetch campaign was a success attracting thousands of participants and generating:

  • 6K uses of #GiveAFetch on Facebook, Instagram and Twitter
  • 4.8M Facebook ad impressions
  • 10.1K unique users on giveafetch.com
  • 185M media impressions from 133 placements
  • 14K impressions from branded Snapchat filters
  • 58 dogs adopted
  • $50k donated to local shelters/rescues

Camp Bow Wow is the nations leading doggy day care with a true passion for dog wellness.  They wanted to promote the importance of responsible pet ownership and celebrate the special things we do for our dogs.  While the events boasted multiple engagement points, lots of socializing for pooches and owners alike and plenty of free doggy goodies, it was the spirit of doggy love that stole the show.

This activation left every tail was wagging long after the event wrap.

Interested in taking your events to the next level?

Let’s chat.