Eukanuba Aims To Engage Dog Show Fans


P&G’s Eukanuba brand hopes to take dog show sponsorship to a new level.

The brand, which has had naming rights to the AKC/Eukanuba National Championship in Orlando, Fla. for 13 years, will offer livestream of the entire event with social media sharing capabilities.

Dog enthusiasts from around the world can virtually sit ringside by visiting Live.Eukanuba.com Dec. 13-15. They can immediately chat, share, pin, post, tweet at the click of a button.

People can track their favorite competition, breed or dog as they vie for best in show and instantly share photos or videos across their social networks, said Jason Taylor, communications director for P&G Pet Care.

“No other dog show has offered this interactive capability so we’re expecting a lot of buzz and a tremendous response,” Taylor tells Marketing Daily. “This is coverage that’s never been seen before unless you are there at the show. We will now be able to take everything that makes this show unique and wonderful and essentially be able to share it.”

The National Championship is one of the most visible and popular dog shows in the world, along with Westminster Kennel Club show in New York and Crufts in England.

“Being on TV in the past, it’s great, don’t get me wrong,” Taylor says. “But it’s a one-direction experience. We believe doing it this way is going to present such a richer experience for the users.”

Fans will participate in LookShare – a virtual photo album housed on the site filled with pictures of each dog in the ring. From there, fans can share their favorite canine with followers, friends and family via their Facebook, Twitter, Pinterest and/or Instagram pages.

Footage of all judging will be available to embed into any social networking site which is ideal for national breed clubs, handlers, hometown communities supporting their local dogs and dog lovers alike, Taylor says.

Over the course of the 3-day event, more than 300 hours of video will be generated and available from any Smart TV, desktop, laptop and mobile device. In addition to Live.Eukanuba.com, fans can visit the following social sites and look for #CelebrateDogs to follow all the action: www.facebook.com/Eukanuba, www.facebook.com/AENC, @Eukanuba and www.instagram.com/Eukanuba.




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