Schmackos launches user-generated online Trickopedia campaign via DDB Group, Melbourne
Schmackos, via DDB Group, Melbourne, has launched its first campaign driven entirely by user generated content. 'Trickopedia', a national search for Australia's most Wacko dog trick is the first ever online encyclopaedia of dog tricks where dog owners can upload snaps of their pooches and anyone can caption them with a chance to win $5K.
VIEW THE CONCEPT
"Trickopedia capitalises on two things we already know - that people
love to talk about their dogs and dogs love Schmackos, so we loved the
idea when DDB presented it to us," says Emily Dowling, Marketing Manager
Care & Treats.
Says Oliver Lynch, DDB Group Melbourne Managing Partner "With a proven track record on TV it's great to take this iconic brand into a new space. And by leveraging an existing online behaviour, we've found a way to hit that digital sweet spot with a campaign that will deliver high involvement and reach."
Agency: DDB Group Melbourne
• Brendon Guthrie & Tim Holmes, Creative Directors
• Steve Skekovski, Creative Director
• Robbie Brammall & Ant Hatton, Creative Team
• Jono Yuen, Ben Cooper Io Hristodoulou & Rachel Chiao, Designers
• Lucy Watson & Sarah Tonner, Producers
• Oliver Lynch, Managing Partner
• Steph Luxmoore, Senior Account Manager
• Ella Huang, Account Executive
Client: SCHMACKOS
• Emily Dowling, Marketing Manager, Care & Treats
• Libby Mattner, Brand Manager, Care & Treats
• Sarah Green, Associate Brand Manager, Care & Treats
• Mars Information Services
Media: Starcom
Says Oliver Lynch, DDB Group Melbourne Managing Partner "With a proven track record on TV it's great to take this iconic brand into a new space. And by leveraging an existing online behaviour, we've found a way to hit that digital sweet spot with a campaign that will deliver high involvement and reach."
Agency: DDB Group Melbourne
• Brendon Guthrie & Tim Holmes, Creative Directors
• Steve Skekovski, Creative Director
• Robbie Brammall & Ant Hatton, Creative Team
• Jono Yuen, Ben Cooper Io Hristodoulou & Rachel Chiao, Designers
• Lucy Watson & Sarah Tonner, Producers
• Oliver Lynch, Managing Partner
• Steph Luxmoore, Senior Account Manager
• Ella Huang, Account Executive
Client: SCHMACKOS
• Emily Dowling, Marketing Manager, Care & Treats
• Libby Mattner, Brand Manager, Care & Treats
• Sarah Green, Associate Brand Manager, Care & Treats
• Mars Information Services
Media: Starcom
that bulldog on on the title page should win. she looks awesome