Back in October 2012, Purina ran a FSI ad highlighting an intriguing trivia game promotion benefiting www.adoptapet.com. Think Jeopardy for dog and cat lovers. Because of my focus on National Breast Cancer Awareness Month I didn’t have the opportunity to post on the promotion in October, which was scheduled to run as long as from October 23, 2012 through November 29, 2012.
I say 'scheduled to' because the promotion ended on Tuesday, November 1 when the donations reached the $50,000 mark, the cap amount. As of yesterday, Sunday, Nov. 4, you could still play the trivia game, it just no longer generates a donation for www.adoptapet.com.
Here’s how Purina’s gamified cause marketing promotion worked. You logged onto www.pureloveforpets.com and choose either cat or dog trivia. Then there was a registration process that required your name, email and address. For each correct answer, Purina donated $0.25 to adoptapet.com. Each email address was limited to a $10 donation per day. That is, 40 correct answers, although you could play as long as you liked.
Pureloveforpets.com listed a leader board and three people, Liz H., Christy L., and Sheila L. each had donated $100 with their correct answers. That is, they logged in every day for the 10 days the promotion lasted and had a minimum of 40 correct answers per day. Liz H., the overall leader, answered 521 questions correctly. Plainly, the game identified some very passionate players.
I picked the dog category and found the questions difficult. I didn’t Google any on the questions, although no doubt some people did. Here’s a few samples with the correct answer highlighted:
Another name for Zwergpinscher is what German breed?
All signs point to the conclusion that Purina has a tiger by tail with this promotion; it ended within 11 days and it attracted a substantial number of people who played every day.
What breed is the model for the collectible mantelpiece dogs produced in Britain since the 1860s?
What breed will point and retrieve while hunting in packs, which is very unusual for sight hounds?
Polish Hunting Dog
Polish Lowland Sheepdog
What is the regal name of the family dog on television's Life of Riley?
Which of the following breeds is a South African guard dog?
So what’s next? What’s the next level? Game players of all stripes tend to play their favorite games several days a week. But this game seems to have ended too soon.
Labels: AdoptaPet.com, cause marketing, Games and Cause Marketing, Gamification, Gamifying Cause Marketing, pet cause marketing, Purina