I would respect them more if they just donated the funds rather than guilt-tripping users into their brand experience (repeatedly in this case) in exchange for charitable giving. There are times when intersection between corporate efforts to raise money for charity and more brand related/marketing-centric motives undermine their attempts to appear altruistic to the target consumer.
Pedigree Wants You Save This Poor Pooch
“How one can determine the number of abandoned dogs in a given nation is beyond us. But, that’s besides the point. UK-based Hyper Happen wants us to know there are 108,000 abandoned dogs in the UK.
To do that, they’ve created Charlie’s Story, a multi-part story of an abandoned dog sponsored by Pedigree Adoption Drive. Apparently the outcome of each video can be changed after 25,000 views. Way to get the view count up guys.
Also, Pedigree will donate £1 for every view. So go watch, people! And watch a lot!”
Via AdRants
Pedigree is really pulling at the heart strings these days…watch the video everyone.
