Purina seeks dog videos for TV ad during 'The National Dog Show'

Brief:

Nestlé Purina PetCare is asking dog lovers to post videos of their pets to social media for a chance to see them in a TV commercial during the National Dog Show, which Purina sponsors, on Thanksgiving. The videos must show how pooches get excited for Beggin' Strips, Purina's brand of meaty dog treats, and have the hashtags #BonkersForBeggin and #contest, per an announcement.
Purina's Bonkers for Beggin' contest is available on Facebook, Instagram and Twitter, and the deadline to enter is Nov. 5. The videos need to feature Beggin' Strips and dogs, but not show any recognizable people.
The videos must be filmed horizontally and be 10-20 seconds long in a .mov or .mp4 format. Contestants can enter up to eight times, while a panel of judges will select at least one winner based on the dog's energy level, the quality of the video and its simplicity, per the contest rules.

Insight:

Animal videos are among the most-watched on social media, meaning Purina's Bonkers for Beggin' contest could help the brand deepen its connection with dog lovers, whether they're pet owners or not. "The National Dog Show" has been a fixture on broadcast TV since NBC Sports began airing the all-breed dog contest on Thanksgiving in 2002.

The video contest is a good example of how a brand can activate its sponsorship of a live TV event via social media contest. These types of online challenges have become a popular way for marketers to engage target audiences with user-generated content and viral publicity. Brands such as Burger King, Chipotle Mexican Grille, e.l.f. Cosmetics and Kind Snacks have launched challenge campaigns in the past month on Instagram, TikTok, Twitter and other platforms to reach consumers who spend more time on their smartphones than on other media channels. Purina requires that contestants be over 18, which may explain why the company isn't running the campaign on TikTok, the social video app that's popular among U.S. teens.

Meanwhile, Nestlé this month reported a 3.7% gain sales in Q3 from a year earlier, citing strong growth in Nestlé Purina PetCare revenue. While the company didn't break down specific sales figures, it said premium brands such as Purina Pro Plan, Purina One, Tidy Cats litter and veterinary products posted double-digit growth, and that e-commerce revenue was strong.