AUCKLAND, Wednesday: Following the worldwide awards successes of Pedigree SelfieSTIX, Colenso BBDO has launched Mars DentaSTIX Studios – a combo of cutting-edge technology, product integration and e-commerce – to create what the agency calls “a first-of-its-kind experience for dogs and their owners”.
The platform, which launches first in New York and will be followed by a global rollout, helps owners to capture unique content of their beloved dogs and share it on their own social media accounts through three tools, with each tool encouraging users to purchase more Pedigree DentaSTIX treats within the app environment.
“The app is supported by an integrated campaign including film, social, digital media and POS.”
Colenso CD Says Kimberley Ragan said: “Social media can be a bleak place, especially with all that’s happening in the world right now. So our aim has been to overcome everything that’s bad about social media and bringing the good back to our newsfeeds.
“If we learned anything from SelfieSTIX, it’s that creating content and posting images of dogs, makes people feel good,” Ragan said. And given the state of the world and how it’s reflected in social media, it seems we could all do with a little more goodness right now.”
Pedigree DentaStix Studios will see a staggered global launch, arriving first in the USA in partnership with BBDO New York, and then New Zealand later this week. The app is supported by an integrated campaign including film, social, digital media and POS.
CREDITS
Client: Mars
Global Brand Director, Pedigree: Dave Griffin
NZ Marketing Manager Pet: Cormac Van Den Hoofdakker
NZ Assistant Brand manager – Pet Care and Treats: Alice Green
Agency: Colenso BBDO
Production Company: Assembly
Media Agency: Wavemaker
Music search, licensing & sound design: Franklin Road Music & Sound
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