ALPO Real Meat Moments

ALPO partnered with Cone in spring 2008 to develop the ALPO Real Meat Moments campaign to encourage enthusiasm for the national dog food company. In the search for the biggest “meat manic” dog, the campaign leveraged the power of ALPO using a combination of traditional and new media.

Cone developed a contest inviting dog owners to submit videos showcasing their dogs' desire for ALPO’s mouth-watering meal. "The View" co-host Joy Behar served as a judge and celebrity spokesperson for the contest and helped select the winning pet who would become the new face of ALPO, appearing on 2.5MM dog food cans. To drive maximum media interest, all content was housed on an ALPO microsite (www.alporealmeatmoments.com) providing consumer engagement via video entries, ratings, pass-along, voting and a pre-seeded celebrity video featuring Behar.

Online strategies and media outreach resulted in:

• 211 videos approved and posted for the online contest
• 768 user sessions per day
• Each session lasted an average of 4.34 minutes, with users viewing an average of 11.38 pages
• More than 79,000 video views of dinnertime dog antics
• 94MM media impressions ranging from national print to online/social networking sites to local market media coverage of semi-finalists
• Satellite media tour with celebrity spokesperson Joy Behar resulted in more than a dozen broadcast interviews