Dog’s eye view: Pedigree ‘Puppy Bowl’ match goes VR

Feb 3, 2016 | CPG, FMCG digital marketing food and beverages, Marketing through gaming, Online advertising, Online video

Pedigree is once again running a ‘Puppy Bowl’ match ahead of this years Superbowl, this year expanding into virtual reality to get a ‘dog’s eye-view of the match. The pet food brand is also running a video series, “What Does it Take to be a Puppy Bowl Puppy?” features the ‘pupletes’ preparing for the big […]

Pedigree is once again running a ‘Puppy Bowl’ match ahead of this years Superbowl, this year expanding into virtual reality to get a ‘dog’s eye-view of the match.


The pet food brand is also running a video series, “What Does it Take to be a Puppy Bowl Puppy?” features the ‘pupletes’ preparing for the big game.
The 15-second videos share a glimpse into the puplete life – from training for speed to the adorable cuddles puppies are known for.
The Puppy Bowl serves as a platform for pet adoption and only included adoptable puppies during the game from shelters and rescue organizations across the U.S. and Puerto Rico.
The Puppy Bowl airs on on Sunday, February 7 from 3-5 p.m. ET/PT in the US on Animal Planet.
Meanwhile, the Puppy Bowl Virtual Reality site invites viewers onto the turf for the first time ever to rumble up close and personal with this year’s puppy players for a full 360° experience.
Sponsored by Pedigree, Subaru, Geico, fan Food and Bissell, the VR experience is available on the Discovery VR site and can be viewed via Google Cardboard or Samsung Milk VR.
ANIMALPlanet worked with 44 different ANIMAL shelters and rescue organizations from across the U.S. to fill the rosters of #TeamRuff and #TeamFluff with adoptable players for the matchup.
The network also is partnering with the Pro Football Hall of Fame to introduce the PUPPY BOWL Hall of Fame to honor legacy players throughout PUPPY BOWL and promote the adoption of older “veteran” animals in addition to puppies and kittens.

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