Behind the Beanie: Purina ALPO – “The Walk”
Every month, we give awards to the coolest, best performing, and/or most innovative of our clients’ campaigns. We have dubbed these prestigious awards “Beanie Awards,” after the favorite accessory of our fearless leader, FatBoy. These campaigns are spotlighted in our newsletter. . . but sometimes (most times!), these creatives are SO cool that we have more to say about them than we can fit. Here is one of our August Beanie Award Winners: ALPO!
**UPDATE! Alpo’s The Walk campaign just won the 2010 OMMA Award for Best Banner Ad! You saw it here first, folks! Full list of winners here. **
Purina ALPO brand dog food: The Walk
| The ALPO brand and its agencies, Razorfish and Spark, created a complex, one-of-a-kind digital experience to get users more involved with the brand. The campaign used sequencing to target users and to incent them to continue their involvement with the brand. The initial ad introduced users to AL, a lovable dog that the banner copy asked you to take for a walk around the Yahoo! properties. They were then able to “walk the dog” to other sites. Once users were directed to the next site, a coupon was displayed. The more sites that user visited, the more the coupon was worth (an escalating amount until it hit the maximum). |  |
The campaign leveraged approximately 40 different videos streaming into rich media units to enable AL to act as both a companion and as navigation through the content. Each site on the media plan had two PointRoll units, the 300×250 pre-expandable with AL the dog walking onto the screen, and the Coupon unit.
So that’s cool, right? A page takeover, sequencing and escalating coupon functionality? It get’s better! Users who started to walk the dog, and revisited a Yahoo! property within 30 days were given the chance to continue the walk and rack up that coupon amount!
This is truly a great example of the cool executions that are totally possible. But not just cool… not just possible… but extremely successful! This campaign BLEW AWAY every major metric and was an undisputed success for Purina ALPO and all parties involved. Way to make an impression, ALPO! Keep the innovation coming.
[...] One of my favorite examples of sequencing was actually very context-rich—our clients Razorfish and Spark executed a self-guided tour around Yahoo and other sites for Purina/Alpo. In this campaign, viewers watched various videos and interacted with the ads, turning to subsequent chapters of the unfolding story each time they clicked through the ad to a new site. (See the ad.) [...]