2009 PRO Awards: PEDIGREE® MILLION DOG MOSAIC

Agency: Catapult Action-Biased Marketing
Client: Mars®Pet Care US

In 2008, PEDIGREE launched the PEDIGREE Adoption Drive Foundation (PADF), a nonprofit organization dedicated to helping shelters and rescue groups find homes for loving dogs. The Million Dog Mosaic program was conceived to help generate awareness and funding for PADF by giving them an online center point for communication.

At the website, consumers could upload photos of their dog, which would be placed into the mosaic — a collage composed of tens of thousands of consumer photos. The resulting picture was “Oliver”, PEDIGREE’s hero adoption dog. With every photo uploaded, PEDIGREE donated $1 to the PEDIGREE Adoption Drive Foundation. Links on the microsite took consumers to information about food donations, adoptions and adoption guides.

A Facebook application was created around the Mosaic to add increased exposure and more photos. The Mosaic was also marketed through a nonprofit channel on YouTube.  In addition, a large LCD screen was featured at the Times Square Pop-Up Dog Store during the Westminster Dog Show. And emails were sent to an in-house database with exclusive offers from the store, where could also watch the Mosaic grow.

The Mosaic generated more than 1 million page views in one month, with more than 55,000 pictures uploaded and $1 million donated to PADF.