The #DogThanking initiative will be held in advance of the National Dog Show, which is also being presented in association with Purina. The campaign mirrors similar ones by properties of large corporations that tend to ape already entrenched social media behaviors, attaching their own brand name to them and incentivizing content through contests or charitable giving.

"n addition to encouraging people to share their own personal stories, Purina could encourage additional engagement in their campaign by encouraging people to comment and share the stories of others," said Michael Becker, managing partner at mCordis. "Purina can also produce original content and share its own stories with the community."

Social media users can participate in Purina?s campaign by logging onto Facebook, Twitter or Instagram to post photos or videos showing how they thank their dogs by using the hashtag #DogThanking. Submitted videos, photos and posts may be featured during the National Dog Show on Thanksgiving Day.

Purina has also partnered with Olympic figure skater Johnny Weir, who will also serve as a correspondent for this year?s National Dog Show. Mr. Weir kicked off the #DogThanking initiative for the second year in a row with his pet Japanese Chin, Tema.

?Tema provides so much happiness and comfort for me, and I love showing him how thankful I am to have him in my life,? said Mr. Weir in a press release. ?Purina?s #DogThanking initiative is really about dog owners celebrating their pets and how their lives are better together. 

?I encourage pet owners to share their posts so we can raise funds to support pet health research.?

The funds that Mr. Weir mentions are being donated by Purina on behalf of participating users: For every original post submitted through November 27 using the hashtag and tagging Purina, the company will donate one dollar to the Canine Health Foundation to help further pet health research, up to $50,000. 

The #DogThanking initiative comes straight out of the multinational conglomerate playbook; many companies like Nestlé and Procter & Gamble have used social campaigns as a means to monetize or codify already-present practices on social media. One such example, striking similar to Purina?s campaign, is the case of Dreft, Procter & Gamble?s line of detergent products for baby clothing, and it?s America?s Messiest Baby campaign (see story).

"Purina, by aligning with and committing funds to the Canine Health Foundation, can tap into people?s love for their dogs and generate awareness and engagement with the Purina brand," Mr. Becker said. "People love sharing stories about their dog, and if they can support dog health by sharing the Purina brand along side the stories, all the better.

"This campaign is a win win win for the dog lover, Purina and the foundation."