Extending the Pedigree Super Bowl ad

dogtime-logoPedigree has been expanding access to its Super Bowl ad through a variety of online techniques.  One is the use of the Sparky Media Center, a product of DogTime Media. 

dogtime-bSparky is a widget that’s been embedded in over 70 publisher and blog sites.  It pushes pet-oriented video, photos, articles and blogs to sites with more than 6 million visitors. 

For Pedigree, the appeal of the Sparky Media Center is its focus on the pet vertical in a category where content is fragmented.  Advertising via Sparky was a “natural fit” for Pedigree, said Megan Black, associate director, media at Chicago-based Digitas, which facilitated the partnership.

Pet content is very fragmented online with literally thousands of sites that cater to dog owners and enthusiasts, she said. “With DogTime, we are able to work with a vertical pet network that can bring us the right audience at scale, and help us with larger initiatives and goals while being one voice to the client,” Black said.

Pedigree is expanding its relationship with DogTime in 2009, she added.

Eukanuba and Milk Bone are other brands using Sparky, and even Toyota has placed content focused on its dog-friendly Venza model.

About fallontwid