Although they aren’t banging consumers on the head with “adopt a dog”, I think it’s clear (at least to me) that they are making a statement that the dog is the ultimate companion. And, if you agree, join them in their cause–and by the way purchase their food.

But your right. The consumer needs to take a leap to dogs are cool, Pedigree helps dogs, I should buy Pedigree. We’ll see how they do when the public share data comes out.

Adam, you make a very good point – one that I’m still wrestling with in my mind. I didn’t hear about a developer getting banned. I actually think that BK should have adjusted the app to comply with Facebook rules. It likely still would have generated a ton of buzz and use. I guess it fits with the personality of C+P – a little too arrogant and snarky.

Elliott, thanks for pointing out the Pedigree work. I’ve actually got a section in the upcoming book about their cause marketing program. Incredible business results and many dogs saved. It will be interesting to see what the SuperBowl does for them and I’ll likely have to post about this. The ad is funny, but I wonder if it goes too far away from showing a true love for dogs and saving their lives – adoption drive is a tag line rather than a true focus.

I’ve been reading your blog as a “ghost” for a few months. Nice work. I’m an ABM at P&G on the Eukanuba business.

Have you been following Pedigree? They are doing some work I think you’ll fine in sync with the Marketing with Meaning work you guys are pushing.

Check out their pre-seeded super bowl add and the viral videos they launched recently. The campaign is: “Maybe you should get a dog.”

http://www.pedigree.com/03Adoption/superbowl/

The developer who created the APP for CP+B is now banned from Facebook. Not cool. You need to know the rules and the consequences of breaking them. What developer would now want to work with Crispin? Burger King as a brand is also on probation. Again, if they are kicked off Facebook what value can they derive from the brand?

Good idea? Yes. Could it have been done within the rules? Yes.

Adam

These days there are very few totally unique good ideas out there as they all have a little borrowed from here and there. In this case I do think that Burger Kings’ Marketing has done an excellent job.

Great post, thanks.