Humane Society Taps There.com To Reach Gen-Y
The effort is a departure from HSUS' typical marketing campaigns, which are geared toward the 50+ demographic. By establishing a presence in There.com, the organization is aiming squarely at the 20- to-30-year-old market.
There.com members can purchase HSUS merchandise for their avatars--and even acquire the corresponding real-life version at the HSUS storefront, connecting real merchandise to virtual sales.
"We are always looking for new ways to celebrate animals and confront cruelty; and working with There.com to take animal protection into the virtual world reaches a new audience with a message of compassion," said Wayne Pacelle, president and CEO of The Humane Society of the United States.