Dog food brand runs 30-day campaign that combines USA Weekend magazine with Whrrl's "Society" platform.
Kibbles 'n Bits and location-based service Whrrl have launched a 30-day campaign that leverages the latter's new partnership with USA Weekend.
The first of three print ads for the dog food brand's "Bistro Meals" line appeared on Jan. 30 in USA Weekend magazine, distributed nationally by parent Gannett. Ads encourage readers to join the "I Love My Dog" society on Whrrl. The firm's societies are location-based groups of fans or followers tied together by specific interests.
If USA Weekend readers see the ad and visit the society link online to sign up, they receive an e-mail from Whrrl with a Kibbles 'n Bits $3 off coupon. Society members will also see user-generated advice from dog owners on subjects like nutrition, clothing, leash tips, etc.
And if "I Love My Dog" society members check in at one of Wal-Mart's 3,500-odd U.S. stores during February, they could win a $25 gift card.
"Our goal is to engage consumers from in-home planning to in-store shopping," said Carrie Schliemann, director of dog food marketing for San Francisco-based Del Monte Foods, which owns the Kibbles brand. "Through this integrated campaign, we can drive awareness, engagement and activation from print to mobile, while providing a seamless way to keep the brand top-of-mind throughout the consumer buying cycle."
Meanwhile, as part of the announcement, Whrrl, subsidiary of Seattle-based Pelago, and USA Weekend have officially launched a social platform together. In late 2010, Marie Callender's was the first to test the platform with a campaign similar to that of Kibbles 'n Bits. According to Whrrl, Marie Callender's test produced 20,000 interactions and 5,400 recommendations.
What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!
Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.
Singapore, 3-4 November
Hong Kong, 8-9 December
Hong Kong, 8-9 December
Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.
5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.