Ralston Purina
Purina wanted to leverage ESPN coverage of their Incredible Dog Challenge event across the entire media mix. The Purina Incredible Dog Challenge CD-ROM videogame as the centerpiece of the campaign. This custom Purina-branded videogame delivered several thematic, immersive games, connected to the Purina Website and was delivered inside bags of Purina Dog Chow. At the Website, kids and families could post their scores from the game and see how they stacked up against kids from around the nation and could enhance their game by unlocking a special SuperDog feature to the game. This program won a silver ICON Technology Marketing award.
