Best Consumer Goods Interactive Application

Purina launched the first mobile site in the pet food category for pet lovers everywhere at Purina.mobi. The mobile site is an extension of Purina’s main website with a consistent look, feel and functionality. The site puts pet videos, wallpapers, ringtones and tips into the palms of tech-saavy mobile phone users. Downloadable videos focus on entertainment and canine athletics. SMS text tips help dog and cat owners take better care of their pets. Whimsical ringtones make phones bark and purr. To drive sales, the mobile site featured information on Purina brand pet food to take the guesswork out of shopping. By utilizing this cutting-edge marketing tactic, Purina reinforces its image of innovation and establishes itself as the leader within the mobile space. Already well known for embracing new technologies, Purina.mobi goes hand-in-hand with the band’s other recent pioneering efforts in one-to-one marketing communications. Innovations like pet podcasts and a highly interactive webpage are integral to Purina’s brand strategy. Unlike other petcare brands and most CPG companies, Purina uses wireless technology to emotionally connect their brand with consumers. Purina aims to foster closer relationships with people, so that they can make better-informed decisions on how to care for their dogs and cats. Purina.mobi is a relatively new enterprise which will continue to build in content as well as functionality.

Contributors:

Director, Purina Interactive Group:	Michael Moore
Senior Art Director:	Jef Lear
Art Director:	Andrzje Szymczak
Associate Creative Director:	Mike Pugh
Account Supervisor:	Channing Gardiner
Experience Planning Director:	Todd Levy
Senior Project Manager:	Stu Wiley
Software Engineer:	Joe Barthelt
VP Creative Director:	Zac Rybacki
SVP One to One Marketing Solutions:	Mark Renshaw

ARC WORLDWIDE

Location: USA