While most brands compete to make a big impact on Super Bowl Sunday, we focused our energy on Animal Planet's Puppy Bowl. And we set out to make the biggest mess on the internet with the help of social media—and puppies. Lots of puppies.
Leading up to the big moment, we teased the experience with pre-roll and social posts that drove everyone to pethappens.com.
On game day, we unleashed an hour-long mess-making marathon, releasing our curious puppies into a clean, white-carpeted room. Then, one-by-one, we brought in eight amazing messes as people unlocked them by tweeting #PetHappens.
Pet lovers shared their #PetHappens stories on game day and beyond, causing the hashtag to trend on Twitter. In addition, every #PetHappens tweet raised money for the Bissell Pet Foundation and animals in need.
The next day we followed-up with a clean-up video, posted on social media, that showed how even the most imaginative messes can be banished with Bissell.
When all was said and done, we raised $100k for puppies in need, garnered 158 million earned media impressions and for the month following, doubled sales in major retailers, including Walmart.
AD: Brit Ryan
CW: Jenny Kirmis
Interactive Design: Brooke Ekelund & Tim Drabandt
GCD: Matt Pruett
Producer: Abby Stavig
Director: Ryan O'Hara Theisen
Editor: Tim Taylor
UX: Haley Mittelstaedt
Development: Charley Pugmire & Dennis Evert