#PetHappens

Bissell wanted to make an impact on Super Bowl Sunday, a day when everyone is competing for attention. So instead of TV, we focused on social media, setting out to make the biggest mess on the internet with the help of our followers—and puppies. Lots of puppies. The campaign won a silver Addy this year and helped raise sales nearly 15%.

Leading up to the big day, we teased the experience with :15 pre-roll and social posts that drove everyone to pethappens.com.

We also enlisted the help of some popular bloggers and instagrammers. 

Finally, on game day, we unleashed an hour-long mess-making marathon, releasing our curious puppies into a clean, white-carpeted room. Then, one-by-one, we brought in eight amazing messes as people unlocked them by tweeting #pethappens. 

Pet lovers shared their #pethappens stories on Superbowl Sunday and beyond, causing #pethappens to trend on Twitter and expanding our reach. Bissell added to the conversation by tweeting funny moments as the experience unfolded, as well as responding to everyone who tweeted using #pethappens. And did we mention it was all for a good cause? Every #pethappens tweet raised money for the Bissell Pet Foundation and animals in need.

The next day we followed-up with a clean-up video, posted on Facebook, that showed how even the most imaginative messes can be banished with Bissell.

When all was said and done, we raised $100k for puppies in need, garnered 158 million earned media impressions and for the month following, doubled sales in major retailers, including Walmart.

AD: Brit Ryan  CD: Matt Pruett