Purina engages pet owners via interactive mobile app

MobileMarketer notes: Nestle Purina PetCare Co. is letting pet lovers track the date, time, distance and pace of walks of their furry friends via a mobile app that includes social features.

Users can retrieve the history of their walks and set reminders of when to take their dog out again. The app also features a list of recommended exercises for their dog.

“The strategy for Purina is to reach consumers in new ways and increase brand awareness with pet owners while also promoting a healthy lifestyle for pets,” said Sherry Smith, senior vice president of advertiser sales at Triad Retail.

“The Petometer app is a part of Purina’s larger marketing strategy in conjunction with Triad Retail Media and Walmart.com to engage pet owners – and potential pet owners with fun, interactive campaigns including videos, games, mobile apps and more,” she said.

Nestlé Purina PetCare promotes responsible pet care, humane education, community involvement and the positive bond between people and their pets.

Triad Retail Media creates, manages and operates digital retail media programs for highly trafficked retail Web sites.

Mad Mobile built the app for Triad.

Pet me
The app is available for iPhone and Android devices.

Pet owners can upload photos of their dog and share the routes and details of the walk with friends on Facebook.

The app features a calendar function that keeps track of scheduled walks, vet visits, grooming appointments and other activities.

“Consumers increasingly rely on mobile apps for entertainment, social networking and to help organize their lives,” Ms. Smith said. “The Petometer app is just a new way to engage on-the-go pet owners and ensure their dogs are getting a healthy amount of exercise.

“The Petometer app is currently being featured in the Purina Pet Park on Walmart.com/Purina and is available in both the iTunes and Android app stores,” she said. “In addition, the app is being promoted through social networks including Facebook and Twitter.”

Mobile effort
The app is Purina’s ongoing effort to engage and build stronger relationships with consumers in new ways, across a variety of digital mediums.

Additionally, the app features a Web video series titled “Real Pet Stories” that is currently running on the Purina showcase on Walmart.com – which chronicles the adoption process of a variety of pets in the Tampa, Florida area.

All of the campaigns are designed to drive greater awareness of the Purina brand and its dedication to the health and wellness of pets.

“Purina is dedicated to reaching and educating consumers across a variety of mediums – whether that is in-store, online or via mobile device,” Ms. Smith said.

“By enabling pet owners to track their dog’s health and wellness while on-the-go, the Petometer app promotes better pet health in a way that is both convenient and fun,” she said. “It also makes it easy to share that information with friends.”

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