Saturday, March 21, 2009

Dogs' lives are too short. Their only fault, really. - Agnes Sligh Turnbull

photo: Sabrina

Last November, in my very first post on this blog, I wrote about a photo montage that had created to support the Obama campaign.

I recently learned that Pedigree created a campaign to promote dog adoptions, The Pedigree Million Dog Mosaic, utilizing the same concept.

Consumers could visit the Pedigree website and upload a photo of their dogs. Each time a consumer uploaded a photo of their favorite dog onto the site, Pedigree donated $1 to the Pedigree Adoption Drive Foundation. The individual photos were used to create a larger image of a rescue dog, named "Oliver", which was featured prominently on the Pedigree website.

Visitors to the website can scroll over the static image of the rescue dog, and can zoom in to view the photos of the individual dogs that consumers had submitted to the project. The Pedigree campaign raised $50,000+ for The Pedigree Adoption Drive.

Pedigree campaign facts:

* More than 25,000 dog photos uploaded in one month alone.
* In one month, there were more than 1 million page views of the mosaic.
* It set the record for user-generated mosaic participation, beating American Idol.
* A special mosaic application was created for dog lovers on Facebook.
* The mosaic was featured in the 2008 Westminster Kennel Club Dog Show, and in a Westminster Dog Show Pedigree pop-up dog store, featuring Oliver.
* It was featured on a nonprofit Youtube channel.
* Targeted emails were sent to a Pedigree database, to get the word out.

Catapult Action-Biased Marketing helped put the effort together.

This Pedigree campaign reminds me of an ongoing project organized by BARK Magazine. Readers can submit photos of their dogs, for publication in the magazine. Each issue features several pages of a collage called "Smiling Dogs" that features the reader-submitted photos. Other readers' photos are added to the BARK website. When I get each issue of BARK, the collages always makes me smile!

Note: While I love this Pedigree campaign, please take a look at these facts about dog food ingredients. I only feed my dog, Sabrina, brands of dry dog food that are certified organic, or are very close to it.

If you are looking for more information about natural dog and cat care, then check out Dr. Richard Pitcarin's book, Dr. Pitcarin's Complete Guide to Natural Health for Dogs and Cats. He is amazing.

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