Pet Alliance of Greater Orlando, have embarked on a very clever and fun way of presenting their available dogs. Their staff have turned into the sorting hat, and their dogs are being sorted into Hogwarts (or Pawgwarts) houses.
The Pet Alliance explain on a blog post their thinking: “You may be curious as to why we have introduced “sorting.” It is simple. Scientific research has proven that visual identification of dog breeds is incorrect more than 70% of the time. We joined many progressive shelters around the country and removed breed labels from our shelters.
To encourage people to adopt based on personality, we decided to highlight their individual behaviors and personalities. Throughout the Harry Potter series, students were placed into the house based on the sorting hat. Each housemate possesses certain core values intrinsic to that house. Since the only sorting hat available is within the walls of Hogwarts, our crack team of wizards and a few muggles, created a series of activities to allow a dog to be sorted by personality.
For example, a dog who takes to learning obedience cues or quickly figures out a puzzle has the KNOWLEDGE of a Ravenclaw. A small dog who has the determination to climb the agility A-Frame possesses the AMBITION of Slytherin house. Our affectionate happy-to-know-you dogs embody the FRIENDLINESS of a Hufflepuff and a dog who embraces change and new things has the BRAVERY known to all Gryffindors.
We encourage you to come meet our dogs and met your new housemate. If you don’t know your personal dog’s Hogwarts house, we can also help you “sort” that out.”
This is one of my favourite ethical marketing schemes I have seen it, it may not have been designed as a marketing plan but I think it has done a lot to raise their profile. As a Harry Potter fan it appeals on many levels, it looks great, it’s for a good cause, it’s clever and its fun but I also think it’s a great way to match dogs to new owners.