Big Teeth Creates 'Fake Pet Store' To Spread Awareness
April 12, 2017 by Screenmag
If you’re a dog lover in the Chicago area, you may have seen a recent video pop into your social media newsfeed advertising a company called Sit Stay Social, the first and only pet store that exclusively sells dogs who are famous on social media. Creative production studio, Big Teeth Productions, teamed up with local non-profit ALIVE Rescue Chicago to create the fake “pet store for the digital age,” as part of an April Fool’s campaign to raise awareness for pet adoption. The goal was to stir the social media pot to get people talking about the right way to find the perfect pet.
The project began in February when Big Teeth started populating a fake Facebook page and Instagram account with content as to not draw suspicion when the video campaign was launched in late March. A website was also created at www.sitstaysocial.com, to further legitimize the company and provide information on the services, which included a dog walking option that provided professional photos of your dogs while you were away.
The video was posted on March 27th to Facebook and Instagram, with paid advertisements linking to the fake website. A collection of “insiders” who were in on the joke kicked off the outrage by sharing the Facebook post with a negative comment or question to their followers. After 3 days, over 100 comments came in expressing their disgust to the materialistic values of the social media obsessed pet store. On April 2nd, the links were then forwarded to a custom landing page on the ALIVE Rescue site, where they let everyone in on the joke and showed some real pets in the Chicago area looking for a home.
When asked about the campaign concept, Big Teeth Producer and Digital Strategist Mike Trivisonno says, “We’ve always kicked around the idea of parodying the world of Instagram famous dogs, mainly due to our Assistant Editor Julie, who has over 10,000 people following her 2 huskies on Instagram. We wanted to come up with a concept to go beyond just making a funny video and find a way to give back to a cause we all think is important. Partnering with 1 adoption agency in the Chicago area gave us a chance to deliver a good natured punchline and boost some web traffic to their website.”
After the sponsored posts came to an end, the video was commented on over 200 times and resulted in over 1,000 total clickthroughs. The full case study and video for the campaign can be found at www.bigteeth.tv/sitstaysocial. Big Teeth is even considering of using Sit Stay Social as a platform to continue spreading the awareness of animal adoption and rescue with new creative content.