Purina blends human, canine athletics with mobile video series
Pet food brand Purina Pro Plan is putting its own spin on Olympic content with a mobile video series that features canine athletes competing against a former Olympian in various physical stunts.
Purina is hoping to entice Olympic fans and dog lovers with its new video campaign that features a different dog competitor who has participated in the Purina Pro Plan Incredible Dog Challenge, the dog version of the Olympics. The Incredible Dog Science series shows off the physical prowess of the animals by comparing them to retired volleyball player Misty May-Treanor in various physical challenges, airing on YouTube.
?The competitors of the Purina Pro Plan Incredible Dog Challenge are some of the top athletes in the country, so what better way to showcase their incredible athleticism than with the help of a gold medal-winning athlete and dog-lover like Misty May-Treanor,? said Christi Maginn, brand director for Purina Pro Plan.
Mobile video
Animal lovers will be able to see just how physically powerful dogs are through Purina?s new video series on YouTube. Each episode features a different dog, known for its athletic capability, competing with Ms. Treanor.
The first episode features a border collie named Schemer competing in various sports that focus on agility. For instance, in the first event, the competitors go head-to-head weaving through poles.
Schemer was much faster than Ms. Treanor, which is then explained by a narrator who discusses the dog?s body and how he is able to keep straight instead of weaving back and forth like a human has to.
Other episodes focus on speed and power. Purina also has a dedicated Web page, optimized for mobile, that shares more content related to the campaign.
Photos of the dog athletes are listed with science canine-related facts that flip over to reveal interesting tidbits when tapped on. For instance, one fact informs readers that dog?s energy comes from fat in their food, not carbs, which is the opposite of humans.
Campaign content
Similarly, ShurTech Brands? Duck Tape showed off its fun products by fastening together a multichannel campaign with mobile and 360-video, as well as extra social media support to follow along on a road trip (see more).
Quick-service seafood chain Long John Silver?s also extended its corporate social responsibility outreach to mobile, leveraging several social channels ? including Vine, YouTube and Facebook ? to showcase mobile videos discussing its focus on sustainability, family and quality (see more).
?The Incredible Dog Science series demonstrates how and why dogs are capable of these amazing feats and how Purina Pro Plan delivers optimal nutrition to help dogs perform at their absolute best," Ms. Maginn said.
?The Incredible Dog Science series demonstrates how and why dogs are capable of these amazing feats and how Purina Pro Plan delivers optimal nutrition to help dogs perform at their absolute best," Ms. Maginn said.