Who can resist those eyes? An innovative mobile marketing campaign using QR codes, Walmart launches “Pets Love Walmart” month for September. When shoppers scan QR codes on Pedigree pet products the company makes a donation to an animal shelter. A visit to the Pedigree website reveals an impressive content collection of information for pet owners or those thinking about adopting a new furry friend. Plus another charity marketing campaign, this one using video, rewarding each vid play with a $1 donation of food for hungry homeless critters.
These web campaigns evidence how deeply the Pedigree brand gets e-marketing, using a combination of familiar and unfamiliar technology formats. While the public is still learning about QR codes (in North America), we top global lists as web video viewers. The exceptionally clear messaging in the mobile marketing campaign is inspiring: “Scan a code, help a dog. It’s that easy.” Very nice.
This co-branded cause marketing effort benefits pet shelters while enhancing the Walmart and Pedigree brands, serving as a good case study for the trend of “complex portfolios with multiple sponsorship properties” — the topic of new research by Monica Chien, Bettina Cornwell, and Ravi Pappu in their paper Sponsorship portfolio as a brand-image creation strategy (link opens free pdf download from The Journal of Business Strategy).
The Pedigree sponsorship works in concert with Walmart’s established commitment to supporting pet lovers through their Pet Center page, which is packed with seminars, instructional videos, fun articles including “Enrichment for Bored Cats,” “Exercising With Your Pet,” and of course, pet products including these seasonal fashions:
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Thank you Eric Goldhar for tweeting the link to this campaign!
Great campaign! >> Mobile Giving: QR Codes & Homeless Pets http://t.co/A81YXoU