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.

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  1. How are content producers integrating sponsors while remaining true to the user experience?
  2. What does a successful social integration look like?
  3. Are big brands ready to value engagement over full brand control
  4. Why don’t fans reject obvious sponsor messages (in Puppy Bowl)?
  5. What are advertisers looking for in event programming?



Jessica Latterman, Marketing Director, Animal Planet

Meta Information:

  • Event: Interactive
  • Format: Panel
  • Track: Content and Distribution
  • Track 2
  • Level: Intermediate
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