In a new campaign to promote the new summer reality series Greatest American Dog, the CBS Marketing Group unveiled pack of promotions designed to fetch the attention of dog lovers and enthusiasts through targeted media outlets and outreach in the environments where they hang out ? both online and out-of-home.
The show, premiering today (8:00-9:00 PM, ET/PT) on CBS, is supported by an integrated marketing campaign spanning online promotions on Dogster.com, a pet destination on the Internet; video displays in selected supermarkets; branded hot dog stands and dog walker street teams in New York; and advertising on cable and radio, and in print and movie theaters.
Dogster.com has created pet profiles for the contestants, allowing users to find out more about the dog stars. Visitors to Dogster.com can also participate in fan club groups featuring chat, forums and weekly show highlights and teasers. In addition, the show will be promoted on Dogster.com’s "Dog Blog" and newsletter.
The primetime show will also be supported by cable, radio and cinema advertising targeted to families and dog enthusiasts, as well as a full-page ad in the July issue of The Bark, an upscale monthly dog culture magazine sold in Barnes & Noble, Whole Foods, PetCo, and other national and local specialty retail chains.