Event Marketer and MRD December 2021 - 102

BEST EVENT ON
A BUDGET
($500,000 OR LESS)
EX WINNER
CLIENT: Petmate
CAMPAIGN: National Fetch Day
AGENCY: X-FCTR
It's no secret that dog adoptions soared in the early
stages of the pandemic, so to promote its Chuckit!
brand of products amid new pandemic pet parents,
Petmate staged a virtual fetch challenge that allowed
consumers to remotely participate and help shelter
dogs in the process.
Anchored on National Fetch Day, the Virtual Fetch
Challenge, dubbed " Throw One, Give One, " invited
consumers to visit the National Fetch Day website on
National Fetch Day and swipe to play with adoptable
sheltered dogs. A custom virtual launcher responded
to swipes on participants' smartphones, launching
a Chuckit! Ball for pups to fetch at a rescue shelter in
New York. For every ball virtually thrown on National
Fetch Day, Petmate donated a ball to the shelter, up to
5,000 balls.
Digital participants could access two live-feed
camera views on the microsite and enter their names
and favorite dog breeds to personalize the experience
while they waited in the queue to launch a ball. After
pressing the launch button, a camera behind the
launcher went live, showing a direct point-of-view
feed of the ball. A second, wide-shot camera showed
the landing area where participants could watch
dogs fetch the balls. Finally, a personalized thank you
message appeared with an auto-post to Facebook link.
Petmate also provided ultimate starter kits for any
dogs adopted through the campaign.
Petmate also successfully drove engagement,
user generated content and product trials with a
National Fetch Day Backyard Party Sweepstakes
that inspired dog owners to post social content while
entering the contest. A total of 200 winners received
a National Fetch Day Backyard Party pack filled with
party supplies and dog toys to enjoy at home. One
grand prize winner received an ultimate dog spa day,
professional photo shoot and appearance on Chuckit!
packaging for their dog. The campaign also supported
select struggling restaurants and bars across the
country by offering free Chuckit! products with the first
50 takeout orders placed on National Fetch Day.
Fetch was a powerful way to engage consumers
since Petmate research shows that, for ideal health,
dogs should be physically active for at least 30 minutes
or up to two hours per day. The virtual challenge
exceeded 1.6 billion total campaign impressions
and resulted in more than 6,000 pieces of organic
consumer generated content. An additional 4.6 million
impressions came from 22,000 brand premiums
distributed through Backyard Party Packs across 41
states and two countries and take-home Doggie Bags
distributed through local business partnerships in 22
markets around the country.
In addition, three rescue dogs were adopted
through the challenge, 5,000 Chuckit! balls donated
to the North Shore Animal League of America and 60
percent of Chuckit! growth in 2020 was attributed to
the National Fetch Day campaign. Lucky dog.
102 EVENT MARKETER DECEMBER 2021
eventmarketer.com
http://www.eventmarketer.com
Event Marketer and MRD December 2021

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