Hitting A Homerun For PSP
Challenge: To Maximize The Publicity Benefits Of Being Associated With The Detroit Tiger’s Bark in the Park Bring-Your-Dog-To-A-Baseball Game Event.
Solution: Tie The Event Into A Contest Aimed At Children That Allowed Them To Win Tickets To The Game For Themselves, Their Parents And Their Pets.
The 25 Pet Supplies Plus Stores in the Detroit area were handed a golden PR opportunity when Purina invited them to participate in a “Bark in the Park” promotion with the Detroit Tigers. As a result of their participation, Pet Supplies Plus received tickets to the game for customers and their pets.
Rather than simply have the tickets distributed at PSP stores to customers based on purchases, Fucini convinced the chain to turn the event into a PR opportunity by holding a coloring contest that gave customers a chance to win tickets.
Response to the contest was overwhelming; so too was the media coverage the contest generated. Every TV station news department ran a story on the contest, as did the major radio news departments, both metropolitan newspapers and a wide variety of suburban papers.
Instead of being a footnote to a story about dogs being invited to watch a baseball game, PSP became the centerpiece of widespread news coverage given to its contest thanks to Fucini Productions.