Beneful brand dog food unveiled “state-of-the-art” advertising billboards in five cities, with the campaign kicking off in New York City on May 1st, with unsuspecting subway commuters able to “play” with a variety of dogs on a 64-foot long interactive billboard.
Passersby at the Columbus Circle subway station in New York City will be privy to a motion-tracking billboard, wherein dogs will start “following” them, pawing at the screen, and then encouraging people to play fetch with them via virtual balls. Dogs can be customized and photos can be accessed on mobile devices, social networks, and on
Beneful interactive billboards will be installed in other cities throughout the month of May, including Chicago, Los Angeles, Atlanta, and St. Louis.
Jamin Hemenway, Beneful brand manager, reported, “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!”
The billboard campaign coincides with what Beneful has dubbed “PLAY Day” instead of May Day in New York City. Street teams are approaching New Yorkers to encouraging them to play by providing free flying discs and tennis balls.
This interactive campaign is not the first time Beneful has used high-tech methods in advertising campaigning. In October of 2011, Beneful aired commercials on television using a squeak toy that both dog and owner heard and then launched into a high-frequency tone that would respond to, but humans would barely recognize.
Beneful dog food is manufactured by Nestle Purina PetCare Company. Nestle is a Swiss-based company that owns Nestle Purina. The North American location of Nestle Purina is in Checkerboard Square in St. Louis, Missouri.