The Humane Society of the United States (HSUS) has partnered with Makena Technologies to launch an interactive campaign at There.com. HSUS will use branded virtual and real world merchandise, as well
as live events to raise awareness and funds in the fight against animal cruelty.
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.