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Purina has hooked up Oddcast to create an interactive viral campaign that is being promoted through a partnership with CBS Radio on its websites. Banner ads are also being run on other sites to market the campaign.
Purina Beggin' Time (screenshot)
At beggintime.com, visitors can upload photos of themselves, as well as those of friends, relatives and their dogs. The photos are immediately transformed into a music video with the people and canines dancing to the MC Hammer’s “U Can’t Touch This,” but with the Beggin’ Time lyrics, “U Can’t Top This.”
Purina Beggin' Time
The application allows users to pull images from their Facebook accounts to use in the video, as well as send the resulting video to friends through email, social networks and blogs. The campaign aims to drive traffic to the website and raise awareness of the Purina Beggin’ Dog Treats brand.
This is another one of those fun campaigns that will get its legs through spreading virally. Whether it will be effective in increasing sales, or just something silly for people to do is yet to be seen. However, it does have a variety of interactive features that make it fun. On the website, users can also upload their home videos of their dogs, get information about events, and learn more about the products.
This is awesome. I love it… already sent it to everyone in my address book.
This is a very clever campaign and SO ADDICTING!
I made videos with me and both my dogs, and it’s a big hit on my Facebook page already!