Pedigree is promoting their brand of dog food with an interesting viral web marketing campaign. They're taking advantage of social media and the blogosphere to get some attention and do some good. As Amber Macarthur of the Globe and Mail reports, Pedigree will donate a 20-pound bag of dog food to an animal shelter every time a blogger writes about their adoption program. Over 300 bloggers took advantage of this opportunity. Unfortunately, this blog post won't count as the campaign ran from September 16th through the 19th only. If you'd still like to help, become a fan of the Pedigree Adoption Drive on Facebook and they'll donate a bowl of food to shelter dogs on your behalf.
This is a great example of the power of blogs and social media for businesses in Ottawa and around the world. Macarthur explains the possibilities:
Ever so gradually, companies are recognizing that social media success isn't so much about what consumers can do for them but what they can do for consumers -- and the world. There are plenty of excellent examples from brands south of the border that are leading this trend. In Canada, big businesses are little slower at finding the connection between social media and corporate responsibility, but there is no reason we can't play catch-up, help a few animals in the process, or even better, make this country a better place to live.