Purina Pet Social

Celebrating Purina's National Pet Month

Purina Pet Social

Celebrating Purina's National Pet Month

Challenge
Since 2016, Amazon’s Treasure Trucks have been rolling through neighborhoods, delivering great deals and the latest in food, outdoor essentials and tech deals in markets all over the country. So, when Amazon chose Purina’s pet food as the featured product, Purina knew they wanted to make the most of this amazing opportunity by creating a fun pet-focused experience that would really turn heads. And tails.

Solution
Eventive and The Integer Group responded with a creative concept known as the Purina Pet Social, designed to disrupt the Treasure Truck experience. Since many pets in metropolitan areas don’t have access to parks and dog runs, we wanted the event to be a chance for pets and their people to socialize with each other. In addition, we created a campaign encouraging adoption of the “Subscribe and Save” feature, which essentially allows our furry friends to have an Amazon profile just like any other family member, and to drive routine Purina pet food purchasing via Amazon.com.

Execution

  • In select markets, we built a photo-worthy pet play area with a white picket fence and turf to resemble a nice, grassy lawn, perfect for pets.
  • We stocked these “backyards” with fun pet toys, and even agility items, creating a perfect environment for pets and their guardians to play, socialize and connect.
  • Once there, families joined in on our celebration of Purina’s National Pet Month and received lots of fun freebies. The “Pet Bar,” stocked with yummy Purina Samples and a “Subscribe & Save” code, had the four-legged guests jumping for joy!
  • All participants could commemorate the day in our photo booth: creating super cute pictures of themselves with their best friends, perfect for sharing, with a Subscribe & Save” code printed on the photo.

Results

  • Pet owners were thrilled to connect with neighbors, while their pets socialized with each other in our play area, as many of them don’t often have the opportunity to do so.
  • Photo booth participants received their printed photo with a Subscribe and Save code, resulting in a seamless sign-up process.
  • The Treasure Truck promotion reached over 400,000 users, yielding over 10,000 engagements. Thousands of visitors from L.A. to New York took part in the Purina Pet Social and took home tasty samples of Purina products.
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