To create an event for Purina’s dog food brand Beneful that would give dog owners a positive experience with their dogs. The idea was to reinforce Beneful’s PLAY brand value and act as a conclusion to a successful nationwide summer roadshow. The event needed to be amlpified through social media and other media vehicles.
The Beneful Bark in the Pool event was created and held at Auckland’s Parnell Baths in April, at the end of their summer season. The pool was kept open on the last day of their season just for the dogs to enjoy!
Dog owners were invited through social media, where a lot of hype was created surrounding the event. This meant that on the day over 500 dogs came along with their owners to enjoy the event.
The dogs got to swim in the pools, while the Beneful dog ambassadors gave out free Beneful samples and toys and ran competitions. Mark Vetty from Dog’s-On-Cue gave a demonstration with a dog from the Purina’s Pound Pups TV Show.
The event was an optional gold coin donation on entry, which supported two charities: Chained Dog Awareness and BARK NZ. Over $2000 was raised on the day, which was split between the two charities.
The event far exceeded expectations. Advertising plans were cut short due to the huge pre-event interest on social media. 1100 people attended on the day and nearly 1000 had anticipated they were going to attend based on social media. There was TV coverage that night on the news and this short clip of the event recieved over 76,000 views on Purina New Zealand's facebook page. A great day was had by all and there were many comments and social media posts asking whether the event would go ahead again next year.