Purina is encouraging Canadians to pose with their pooch for its national online contest promoting its Beneful brand.
The contest, at BenefulBestFriends.ca, invites consumers to show how much they love their dogs, by uploading a picture of themselves with their canine, for cash prizes of $10,000, $5,000 or $2,500. There are also 10 additional draws each week for a digital camera valued at $1,000. Consumers are encouraged to vote for their favourite entry each week, and celebrity hosts from CMT and the W network will help judge the top 10 weekly winners.
“Canada’s search for Beneful Best Friends is an opportunity to creatively introduce the Beneful brand to dog owners through an experiential campaign that truly underscores how much we love our pets,” said Sharen Hills, senior strategist, Beneful and Purina One at Nestle Purina PetCare, in a release. “The program is the first of its kind on the brand and involves user-generated content, which is exploding right now.”
Point of sale materials, online banners and Wal-Mart retail events created by Toronto-based Spider Marketing, promote the contest.
Banner ads on Sympatico/MSN are running until July, and TV promos on CMT and the W network air this month.
POS includes on-pack stickers, shelf displays, banners, and $1 coupons valid towards any Beneful Dry product purchase.
Last month, Wal-Mart stores across Canada hosted two events, which offered 15 bonus photo finishing prints with the purchase of a Beneful Dry product. Kids were able to personalize and decorate individual photo frames at the in-store Photo Centre.
