ALPO media campaign : take AL for a walk

Update: ALPO "The Walk" Media campaign wins a Beanie Award. http://blog.pointroll.com/innovations/behind-the-beanie-purina-alpo/

Working with Yahoo! & PointRoll, we were able to create a unique experience for ALPO's consumers. Rich video media units (and a Yahoo! Home page takeover) lead to custom designed pages within Yahoo housing exclusive content for our consumer. These custom created ad units contain rich video of a real dog acting as companion and navigation. He takes users through the experience with the additional incentive of coupons that increase in value as they traverse the walk. So far these ads are performing exceptionally well with 300% higher than industry average click through rate, 40% of users interact with the units and average viewing time of nearly one minute vs. industry avg. of 13 seconds.

http://demo.pointroll.com/PointRoll/AdDemo/CreativeManager/Purina/1306577/AlpoWalk-Destination-Sync1_300x315_Pre-Exp_Derive0.6279653157107532.asp