Pedigree has got together with BBDO New York, and AllPaws to launch a new campaign to encourage adoption of dogs. The campaign utilises AR technology. The AR technology allows Facebook users to choose from multiple breeds of dogs to layer onto their selfie, then displays a real adoptable dog of a similar breed nearby, the technology utilises AllPaws, an online resource that matches pet parents with a dog at a local shelter.
It is one of the first mainstream campaigns to utilise this technology and is being used to amplify the message behind its global ‘Feed the Good’ campaign. ‘Feed the Good’ works on the basis that dogs make us better people and deserve a forever home.
Consumers looking to use the camera effect will find a variety of fun doggy-faced overlays to try out, accompanied by information about adoptable pooches in their area. In addition to promoting adoption through the creative design, the Mars Petcare-owned brand will also be giving back to dogs in need with this new campaign.
“The new Pedigree Facebook camera effect is not only fun and entertaining, but it also supports pet adoption, a cause that’s at the core of our brand,” said Elizabeth Barrett, Pedigree Brand Manager. “We’re constantly looking for ways to stay relevant when talking to consumers, and this digital format delivers our adoption message in a way that’s both unexpected and impactful. We want consumers to selfie with the doggy-faced overlays to help raise awareness for dogs in need of a forever home.”