Catapult Action-Biased Marketing
Pedigree, "Crazy Pet Owners"
Retail
TV ads caught viewers' attention: the
Web site kept it. The TV spot showed snippets of pet owners interacting with unlikely housemates. The Web site housed full-length videos of boar, ostrich, rhino and bison owners. The solution was
simple: rescue a shelter dog for a pet rather than an exotic animal. With each video watched, one meal would be donated to a shelter dog. Roughly 2,243,847 bowls of dog food were delivered to shelter
dogs nationwide. One video featured a bison lover wearing a Bisondung.net shirt. Pedigree went an additional step and created a simplistic site for a bison-loving dung-seller.