http://blog.dogster.com/2006/02/24/disney-on-dogster/ Wed, 11 Nov 2009 17:26:48 -0800 http://wordpress.org/?v=2.8.4 hourly 1 http://blog.dogster.com/2006/02/24/disney-on-dogster/comment-page-1/#comment-21 Dogster Inc. Company Blog » Archive » Social Networks and Advertising Wed, 22 Mar 2006 20:37:06 +0000 http://blog.dogster.com/?p=14#comment-21 [...] I see what he means for the above examples, but on Dogster and Catster, I think it is quite different.  Our sites involve both social networking and vertical content and our advertising campaigns have proven to be very successful.  Our users’ mindset is ’show and share my love of dogs and/or cats’.  We bring our advertiser’s message into this mindset.  We call this an integrated brand campaign approach. It layers in the advertiser’s message at many different layers within the vast Dogster and Catster framework.  In addition, we encourage our advertisers to provide a community benefit along with their message.  Many advertisers have ‘got this’ and have had very successful campaigns.  My favorite is the Disney campaign we are currently running.  Disney’s Lady and the Tramp characters are members of Dogster and Catster.  Members can become their friends, email them and Disney can message them back.  The members love it and so does Disney.  An approach like this allows us to bring in advertisers that aren’t necessarily selling pet products.  As long as the message is integrated into the fun and trustworthiness of the Dogster/Catster communities and matches the user’s mindset, it will be a success.  Our follow up research on similar campaigns has shown these campaigns to be 25-50 times more effective than banner ads giving our advertisers and sponsors (Dad’s, Target, Animal Planet, Nintendo, ASPCA, Petsmart Charities, etc.) a nice ROI on their campaign. [...] [...] I see what he means for the above examples, but on Dogster and Catster, I think it is quite different.  Our sites involve both social networking and vertical content and our advertising campaigns have proven to be very successful.  Our users’ mindset is ’show and share my love of dogs and/or cats’.  We bring our advertiser’s message into this mindset.  We call this an integrated brand campaign approach. It layers in the advertiser’s message at many different layers within the vast Dogster and Catster framework.  In addition, we encourage our advertisers to provide a community benefit along with their message.  Many advertisers have ‘got this’ and have had very successful campaigns.  My favorite is the Disney campaign we are currently running.  Disney’s Lady and the Tramp characters are members of Dogster and Catster.  Members can become their friends, email them and Disney can message them back.  The members love it and so does Disney.  An approach like this allows us to bring in advertisers that aren’t necessarily selling pet products.  As long as the message is integrated into the fun and trustworthiness of the Dogster/Catster communities and matches the user’s mindset, it will be a success.  Our follow up research on similar campaigns has shown these campaigns to be 25-50 times more effective than banner ads giving our advertisers and sponsors (Dad’s, Target, Animal Planet, Nintendo, ASPCA, Petsmart Charities, etc.) a nice ROI on their campaign. [...]

]]> http://blog.dogster.com/2006/02/24/disney-on-dogster/comment-page-1/#comment-11 GigaOM : » Two Dot-Oh Round Up Sat, 04 Mar 2006 22:55:54 +0000 http://blog.dogster.com/?p=14#comment-11 [...] Thanks to the internets, the backlash can start before the bubble even starts to really inflate. Ted Rheingold resuscitates an old meme to make fun of contemporary hype. Doesn’t mean that team Dogster isn’t taking advantage, teaming up with Disney to market a DVD release. One way to ensure that the movement stays true to its principles is to pen a manifesto. Or just start working on the next big thing, whatever that may be. I’ll be here in the corner, laughing about it all. [...] [...] Thanks to the internets, the backlash can start before the bubble even starts to really inflate. Ted Rheingold resuscitates an old meme to make fun of contemporary hype. Doesn’t mean that team Dogster isn’t taking advantage, teaming up with Disney to market a DVD release. One way to ensure that the movement stays true to its principles is to pen a manifesto. Or just start working on the next big thing, whatever that may be. I’ll be here in the corner, laughing about it all. [...]

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