Petfinder's hope to go viral leans on donation promise
Petfinder is focusing on the heart of its organization by celebrating an anniversary with a social media campaign that plays on Internet dating, prompting users to share photos with pets that owners met on its database.
The pet adoption portal is showing off the numerous pets and human counterparts it has brought together for its 20-year anniversary of its first launch. Petfinder is hoping to generate one million views for its anniversary video that focuses on showcasing how pet owners were able to find their animal mate on its database.
"My family and I have adopted and fostered more pets through the years than I can count," said I strongly support Petfinder's goal to find forever homes for adoptable pets and to encourage more people to consider pet adoption," said Tony La Russa, Major League Baseball Hall of Fame manager and co-founder of the Animal Rescue Foundation, who is teaming up with Petfinder for the video.
"My family and I have adopted and fostered more pets through the years than I can count," said I strongly support Petfinder's goal to find forever homes for adoptable pets and to encourage more people to consider pet adoption," said Tony La Russa, Major League Baseball Hall of Fame manager and co-founder of the Animal Rescue Foundation, who is teaming up with Petfinder for the video.
Mobile marketing rescue
The animal rescue database is hoping to go viral with a video that features various pet owners going into detail on how they were able to find their pet mates on Petfinder. The one-minute video tells the story of each adoption such as a marine coming home and looking for companionship.
Petfinder is hoping that users will get involved with their own pictures and videos with the hashtag #MetOnPetfinder. The brand is encouraging users to share their own videos and pictures of their adopted friends with the hashtag to show off how it has helped people and animals.
If Petfinder?s video receives one million views by October 24, the organization will donate the money to the foundation and share the grants with 20 members in need. Select shelter members will receive $10,000 each to share with their adopted pets.
Social media marketing
Under Armour similarly attempted to create an emotional bond with consumers through a heartfelt mobile video campaign that emphasizes the passion it takes to be a runner paired with a social media contest in which participants prove their love of running (see more).
Also, Jeep also created a social media dialogue with fans through a microsite, user-generated content and a celebrity spokeswoman to celebrate its 75th anniversary and solidify a positive, uplifting image (see more).
"By simply watching the #MetOnPetfinder celebration video, you can help Petfinder continue to support shelters and rescues that care for adoptable pets around the country," Mr. La Russa said.