Case Study: With the Puppy Bowl, Animal Planet Scores Points, Online

and Off

What is Puppy Bowl?

Puppy Bowl Historical Support

•  Press

•  Digital

•  Ad Sales

•  On-Air

Puppy Bowl X: 360 Execution

DIGITAL

SOCIAL

EVENT

AD SALES

PRESS AFFILIATES

PROGRAMMING

PARTNERSHIPS

LIVE VIEWING PARTIES

What’s Different  

# 1: Greater emphasis on earned media and word of mouth

1: Source: The Keller Fay Group __________

#2: Fuller, more interactive experience with the Puppy Bowl brand

WOM sparked by brand experiences is more:1 • Credible: 25% more

believable than standard WOM • Positive: 16% more positive

than standard WOM

• Persuasive: 15% more likely to drive purchase than standard WOM

#3: Deeper consumer engagement and more user-generated content (UGC)

How we did it  

#1: Puppy Bowl Experience in Times Square

From Jan. 27 — Feb. 01, fans could:

• Learn about the history of the Puppy Bowl • Explore the Puppy Bowl Hall of Fame • Enjoy live puppy action on a replica

field • Visit interactive booths with games,

face painting and a puppy “kissing booth” • Adopt a puppy of their own, through a

partnership with the ASPCA

Photos of PUPPY BOWL EXPERIENCE?  

#2: Game-day social media engagement

• Anyone using the #PuppyBowl hashtag on Instagram had the chance to see their photos show up on air during the game • Fans could vote live to determine

who would be the official Puppy Bowl VIP • Fans could also draft a fantasy

team and follow its progress with live stat updates and an online leaderboard

#PUPPYBOWL photos used on air?  

#3: Puppy Bowl VIP House Party

•  Worked with House Party, Inc. to throw thousands of fan-hosted parties on the day of the game

•  Recruited 15,000 advocates from the Puppy Bowl and House Party communities

•  1,000 top applicants (the “Home Team”) received a physical party pack

•  All other applicants (the “Tail-gaters”) were given digital party packs to host parties of their own

Puppy Bowl VIP House Party: Integrated on-air sponsors

Sponsor integration: •  Physical party packs contained

TWIZZLERS samples and product brochures for BISSELL

•  Digital party packs contained downloadable information for both

Puppy Bowl VIP House Party: Ruff & Ready Sweeps

Puppy Bowl X Ruff & Ready Sweeps:

• The Puppy Bowl X Ruff and Ready Sweepstakes encouraged participants to tweet photos of their party fun using the hashtag #PuppyBowlParty. Participants could win one of the following prizes:

–  (5) Bissell SpotBot® Pet Deep Cleaners

–  (5) VIP Party Packs –  (1) iPad mini

Puppy Bowl VIP House Party: Content Creation and Social Sharing

Puppy Bowl VIP House Party: Results

• Over 53k Participants

• Over 40M Impressions

• Over 280k Hours of Brand Engagement

• Over 431k Facebook Posts / Comments

Puppy Bowl VIP House Party

•  Record Ratings •  Best Puppy Bowl Ratings Ever •  2nd most watched APL telecast of all time •  Double Digit Growth in New York •  Over 300 online stories resulting in millions of

WW impressions

•  Social Media Triple Threat Most Tweeted telecast to date

Over 150k posted using #PuppyBowl on Instagram

Trended on Facebook all day

Puppy Bowl X Results

about.houseparty.com  800-­‐393-­‐1102  

@HousePartyInc  

Sarah McMurdy Animal Planet

@smcmurdy