In communities throughout the U.S. humane societies are looking for opportunities to get the word out about their ever expanding pet population. Recently, a Charter Media associate visited a local shelter with his daughters & was shocked by the conditions. He wanted to find a way that Charter Media could help and so Paws OnDemand was created.
Paws OnDemand provides local Humane Societies and shelters with free exposure online (CharterMainStreet.com) and in the iWant More! category of Charter OnDemand. Viewers can search through listings of adoptable pets in their area. Production and airtime costs are paid for by local sponsors who are interested in associating themselves with a good cause. Advertisers receive promotional mentions each month on driver commercials. Sponsor logos are also branded on featured pet listings. Charter Media pulls photos, pet information, contact information and more from participating shelters’ websites.
Paws OnDemand has proven to be a great way to add incremental dollars to a current client’s investment and bring on new, even non-traditional, clients with the chance to be a part of something that they wouldn’t find elsewhere. Wausau’s show has done so well that the concept is expanding into other markets. Marathon County’s Paws OnDemand show launched in early April and its sponsorships are already sold out. “Paws OnDemand allows people to view all of the adoptable pets at a shelter all of the time, not just a select few. [Sponsors are branded] as supporters of a great cause and will be able to use the Paws OnDemand logo on their websites, storefronts, and newsletters too.”
The Eau Claire County Humane Association and the Chippewa County Humane Associations are participating in this program. In the first 4 weeks that after Paws OnDemand launched in the area, there were over 2,100 unique views totaling over 628 unique hours viewed*.
Recently, The Cable Television Advertising Bureau (CAB) recently announced their list of finalists for the 27th annual Cable Advertising Awards. These awards recognize Creative Services and Sales professionals for their continued achievements in the world of cable advertising. The Paws OnDemand program was recognized as a finalist in the “Achievement in Multiplatform Advertising” category. Entries in this category demonstrate unique and creative ways that sales personnel use two or more platforms including linear TV, On Demand, interactive and broadband to generate incremental revenue and excitement.
If your business is interested in supporting this local cause marketing campaign, please contact Charter Media at 715.831.8930 x 440.