The Dodo’s third annual Best Dog Day Ever festival will be the first virtual event for the Group Nine animal-focused brand. Called "At Home Edition," the event is sponsored by carpet-cleaning company Resolve.
With the virtual event comes the launch of a new Group Nine advertiser opportunity called Box'd.
The direct-to-consumer box delivery sends products from a brand sponsor mixed with editorially curated products to consumers’ homes.
The box is available across Group Nine’s portfolio to reach its audiences; it can promote a campaign, show or event.
“Partnering with The Dodo has been an exciting journey for the Resolve brand and enabled us to connect directly with pet parents and celebrate the love of their pets with them,” stated Alyson Goldstein, RB marketing director U.S. household.
Guests who register for “Best Dog Day Ever: At Home Edition” can enter The Dodo’s first sweepstakes, which will give 350 winners a “Best Dog Day Ever Box'd.”
The box includes a Wear Wild One Leash, a Yeti Boomer Dog Bowl, Resolve Pet Expert Spot & Stain Remover, a Charlee Bear Bearnola Bites Dog Treat, and a Kong Stuff-A-Ball Treat Dispensing Dog Toy.
The first “Best Dog Day Ever” event was a one-day pop-up at Brookfield Place in Manhattan, which attracted more than 1,400 pet owners and their dogs. The second event, held last year in Brooklyn, spanned a month.
In partnership with Zenith and Group Nine Media, the one-hour virtual “Best Dog Day Ever” event will take place tomorrow, November 13, with three custom segments to provide pet-focused entertainment, tricks and tips. It will feature popular pets from social media, an expert trainer and a veterinary behaviorist.
In lieu of an admission fee, guests will be encouraged to donate to the event’s community partner, PAWS NY, a nonprofit that helps elderly and ill New Yorkers care for and keep their pets.
The Dodo “achieved new brand records" in August, attracting over 5 billion monthly video views, noted Group Nine Chief Revenue Officer, Geoff Schiller.