Get ready to smile until it hurts! "The Puppy Bowl" is perhaps the biggest title in all of sports and on Super Bowl Sunday "It's What You Do!"
We partnered with Geico to create a wholly original pregame show that led right into the main Puppy Bowl event. Airing on linear television, Animalplanet.com, and on social distribution channels, we put the viewer right inside the point-of-view of our pup star athletes. With deeper stories, sideline reports, and analysis we gave viewers a breakdown of all the action. Aside from whole ownership of the video content, we created several integration points for Geico in the show including customized graphics for segments like "C'mon Dawg" and the "Play of The Day." I directed the content strategy, design of the entire studio set, and the production of an on-air toolkit that was leveraged across all pregame touch points for multiplatform consumption.
Tying further into Geico's rich history of sports partnerships and their "It's What You Do" campaign messaging, I created concepts for the client that presented the Geico Gecko as the coach of our pup athletes. Drawing inspiration from older Nike and Gatorade commercials, we crafted custom imagery of the Gecko training the stars of Puppy Bowl and preparing them to be game-ready for the main event. We leveraged these pieces of content in the actual pregame show as animated elements and then distributed them across social leading up to Super Bowl Sunday.
In subsequent renewal deals we provided opportunities for Geico to extend their presence around The Puppy Bowl each year with original VR content, video highlights, video instant replays for social, and more.
The Geico Puppy Bowl Pregame Show partnerships attracted 3MM+ video views overall and reached 4MM+ fans across social distribution channels. The VR series achieved 1MM+ views and an average of 1 minute time spent with content reaching highly engaged audiences.
branding The studio
We branded the entire studio set from scratch including the stadium backdrop composition and desk design.
PUPPY BOWL XI PREGAME SHOW
Airing on linear television, Animalplanet.com, and on social distribution channels, we put the viewer right inside the point-of-view of our pup star athletes. With deeper stories, sideline reports, and analysis we gave viewers a breakdown of all the action. The Geico Puppy Bowl pregame show included full client ownership and integration within our customized graphics toolkit. Below is the show opening sequence along with several different segments that viewers were treated to on gameday.
SHOW GRAPHICS TOOLKIT
A custom toolkit was designed and created specifically for the Geico Puppy Bowl Pregame show. Taking visual cues from the main Puppy Bowl key art and branding elements from Animal Planet we designed a Sportscenter style video experience for fans that included a set design, sidebar, ticker, and segment title cards.
the athletes
Tying further into Geico's rich history of sports partnerships and their "It's What You Do" campaign messaging, I created concepts for the client that presented the Geico Gecko as the coach of our pup athletes. Drawing inspiration from older Nike and Gatorade commercials, we crafted custom imagery of the Gecko training the stars of Puppy Bowl and preparing them to be game-ready for the main event. We leveraged these pieces of content in the actual pregame show as animated elements and then distributed them across social leading up to Super Bowl Sunday.
SOCIAL DISTRIBUTION & PROMOTION
We designed distinct versions of all campaign imagery to live directly within social channels which were distributed in the weeks leading up to Super Bowl Sunday.
puppy bowl xII pregame renewal
Due to the massive success and strong performance of the Geico Puppy Bowl Pregame partnership, the client renewed in subsequent years. Below are several screens featuring the design refresh for the program.
social distribution & Promotion
On gameday we branded the Animal Planet Facebook pages and Twitter handles with lead hero art that featured the Geico Gecko alongside our athletes.
buzzfeed distribution
Each year we collaborated with Geico and BuzzFeed to distribute Puppy Bowl content and creative assets that would be leveraged within branded content pieces published by BuzzFeed.
advertising
A suite of HTML5 media and innovative video solutions were targeted across devices and platforms to distribute, promote and drive awareness of the pregame show.
puppy bowl xii vr
Geico was the first advertiser to partner with Animal Planet for Puppy Bowl XII's virtual reality programming slate. We created 4 different VR videos for an immersive Puppy Bowl experience that was published across Animalplanet.com, Discovery VR, Youtube, social, and Buzzfeed. Below are the 360º videos for each episode.
360º video experience
The responsive interactive video experience included a gallery of 360º videos and cross-promotion to additional video highlights from the program.
advertising
A suite of HTML5 media and innovative video solutions were targeted across devices and platforms to distribute the 360º video content and drive awareness of the VR initiative.
