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​Case Study

Beneful interactive domination in New York, NY Let's Connect!

Dog food brand and pet health advocate Beneful® unveiled a state-of-the-art outdoor advertising campaign throughout five major markets. Explore this case study in detail

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The campaign kicked off in New York City's Columbus Circle subway station, where unsuspecting commuters were encouraged to take a break from the daily grind to play with dogs of all shapes and sizes on a 64-foot-long interactive billboard. As people walked by the display the dogs followed them, pawing the screen and letting out happy yips in hopes of starting a game of fetch.

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Innovative motion-tracking technology allowed commuters to engage with the dogs in a variety of activities. When standing in a marked spot on the subway floor, they can reach out and pick up one of the virtual tennis balls and toss it in the air for the dog to catch.

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"At Beneful, we believe the power of PLAY enhances everyday experiences and enriches the time dogs and owners spend together. And, most city dwellers would agree that their daily commute is definitely a time in need of some fun, carefree play," said Jamin Hemenway, Beneful brand manager. "We believe that using innovative, interactive billboards will encourage people to unleash their inner child and have some fun in unexpected places, with the help of our team of virtual dogs!"

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On the first day of the campaign commuters of all ages stopped by to watch and took turns to play. Commuters were also able to customize their new best friend's tail, body size and coat color, and upload a photo using a mobile device to share on their social networks, and on Beneful's Facebook page.

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