Bissell’s prior sponsorship of the Puppy Bowl (Animal Planet’s alternative programming to the Super Bowl), was so intensely product-heavy, there was a backlash on social media. This campaign positively inserted Bissell into the Puppy Bowl program, and more importantly, the social conversation, while still moving the merch.

Nobody wants to talk about carpet cleaning. But the epic messes their pets make? Featuring user-generated content, this campaign ignited social media.

A lot of people watch the Puppy Bowl online, so a mix of digital banners connected Bissell’s products with an affinity for pets.

During the game, our team responded to the Twitterverse in real time, randomly giving away Bissell products to those who shared their Pet Happens stories.

Owned Twitter impressions up 955%. Favorable Bissell mentions up 115%. Retweets up by more than 1500%. And the PR added another 94 million impressions.