BBDO's Adoptable Mask Ad Taps into Snapchat's Selfie Mask Concept
Ellen Smith — October 11, 2017 — Marketing
References: brandchannel & adweek
In support of National Adopt a Shelter Dog Month, New York-based ad agency BBDO introduced Adoptable Mask -- a smartphone camera campaign that enables individuals to overlay one's face with that of an adorable four-legged friend.
Functioning like Snapchat's filters, consumers can use a front-facing camera to add dog-related effects and imagery in real-time. The cartoony filters are offered in Pit Bull, Labrador, Boxer, Shih Tzu, Yorkie and Husky iterations, representing the most common breeds found within shelters.
This easily shareable campaign helps raise awareness for an important cause, while offering information on how individuals can help support dogs in need of homes. By tapping into the selfie mask concept, this experience enables individuals to form a unique connection with the campaign.
Functioning like Snapchat's filters, consumers can use a front-facing camera to add dog-related effects and imagery in real-time. The cartoony filters are offered in Pit Bull, Labrador, Boxer, Shih Tzu, Yorkie and Husky iterations, representing the most common breeds found within shelters.
This easily shareable campaign helps raise awareness for an important cause, while offering information on how individuals can help support dogs in need of homes. By tapping into the selfie mask concept, this experience enables individuals to form a unique connection with the campaign.
Trend Themes
1. Adoptable Masks - Adoptable Mask campaign by BBDO taps into the popularity of Snapchat-like filters and creates an opportunity for shelters to showcase adoptable pets.
2. Real-time Animal Filters - The use of real-time animal filters can create an immersive and interactive experience for animal lovers, offering new opportunities for sponsorships, partnerships, and collaborations within the animal industry.
3. Social Media for Social Good - The success of the Shareable Shelter Dog Campaign demonstrates how social media can be used to promote social good, potentially leading to new collaborations between various industries and non-profit organizations.
Industry Implications
1. Marketing and Advertising - The Adoptable Mask campaign offers a new and creative opportunity for marketers and advertisers to promote a good cause while also engaging users through innovative campaigns.
2. Animal Welfare - The Shareable Shelter Dog Campaign has the potential to create opportunities for animal welfare organizations and shelters to reach a wider audience, drive greater awareness, and ultimately increase adoptions.
3. Social Media - Social media platforms can use this campaign to create new features, programs, and initiatives focused on social good and animal welfare advocacy, leading to greater user engagement and positive publicity.
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