Designsensory partnered with PetSafe to create a playful but powerful integrated campaign for PetSafe's Bark for Your Park contest that brings together pet owners across the country for a common goal: Create safe, fun places for dogs and humans to play.
Months of planning, development of corresponding advertising and weekly efforts paid off when the contest gained national media exposure, contestant excitement and community momentum.
Video work included rich media vignettes helping to explain elements of the contest along with scripting, storyboarding and shooting an emotionally powerful 30-second TV spot.
The Bark for Your Park pages within the PetSafe.net website became fully responsive with additional elements, allowing for individual communities to customize their city pages.
Posters, t-shirts, banners, screensavers and other elements went into promotional marketing kits for the top communities to encourage voting. Civic leaders, parks and recreation officials were informed of the contest via print advertising in trade publications.
Amid much voting and fanfare, Waverly, Iowa, won the Top Dog prize. In presenting the award, PetSafe said, “Waverly, you told us pretty quickly that you had no intention of barking like you were small. You received 133,545 votes!”
In addition to the $100,000 grand prize, PetSafe gave four other finalist cities $25,000 each: runner-up cities in the small, medium and large population category, and the Bark From Your Heart winner with the highest percentage of votes to the city’s population. Be sure to check out the additional winning communities.