Taught an iconic brand new tricks
The Ask
Provide a channel to distribute coupons for new product launch while bringing fresh personality and digital relevance to a legacy dog food brand.
The Idea
Turn Alpo’s mascot, AL, into the voice of every dog — a playful brand personality that could live across web, social, digital and mobile.
Execution
- Rewrote the brand site in AL’s voice
- Created social content that invited caption, posts and participation
- Turned user-submitted dog photos into ongoing engagement
- Developed interactive digital moments around play
- Extended the idea into a bark-to-text mobile app concept
Results
- 57,000+ coupons distributed
- 120,000+ new users across platforms
- Thousands of user-generated images submitted
