SXSW Interactive 2014
Puppy Bowl: Sponsor Integrations Done Right
Animal Planet’s Puppy Bowl first aired in 2005 as a Hail Mary programming decision going up against the biggest TV event of the year – The Super Bowl. Launching in the early days of social media, the first Puppy Bowl was barely an event on TV let alone a hot web and social media property. Ten years later it is the #2 social television event behind the Super Bowl. Over the years there have been hamster-run blimps, pigs-in-a-blanket cheerleaders and tweeting parakeets from the sidelines. It has also become a coveted social platform for sponsor integrations on and off the puppy-filled field. This panel of content creators and advertisers will discuss how sponsor integrations can happily coexist with Puppy Bowl’s charming lo-fi celebration of cuteness. Everyone wins.
Share this idea
Additional Supporting Materials
- How are content producers integrating sponsors while remaining true to the user experience?
- What does a successful social integration look like?
- Are big brands ready to value engagement over full brand control
- Why don’t fans reject obvious sponsor messages (in Puppy Bowl)?
- What are advertisers looking for in event programming?
Jessica Latterman, Marketing Director, Animal Planet