Kibbles 'N Bits Serves Geo-Social With Print Ads

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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.