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...
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