• by Tanya Gazdik , July 22, 2010

Iams is sponsoring Camp Doggie and Cat Kitty, a no-cost, interactive virtual summer camp for dogs, cats and their owners.

The camps were created by Dog Fancy magazine's DogChannel and Cat Fancy magazine's CatChannel.com.

David Lummis, Packaged Facts' senior pet market analyst, says he believes the program is a good fit for Iams, which is owned by the Procter & Gamble Co."Given the surge in social network marketing and its growing clout, just about anything that amplifies a company's online interactive experience with customers and potential customers is a net plus these days," Lummis tells Marketing Daily. "Also, vis a vis other forms of advertising and promotion, initiatives such as Camp Doggie and Camp Kitty can be cost-saving ways to reach a potentially vast market base not just nationally but globally."The program runs through Aug. 31, which is "awards day." DogChannel.com and CatChannel eClub members can sign up for scavenger hunts, paw painting, ghost stories and more. Members can also earn badges and take quizzes for extra profile points.Each week new games and activities are introduced for Club Dog and Club Cat campers and their dogs and cats to enjoy through the schedule of Camp Doggie and Kitty Events. The top seven campers who complete Camp Doggie and Camp Kitty will be recognized on awards day.Iams has previously parterned with Petco and DogFancy to sponsor a three-month long "Dog College" curriculum designed to help owners care for and understand their dogs.