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The Dodo Reimagines Annual Experiential Franchise, "Best Dog Day Ever," with New Virtual "At Home Edition" on Friday, November 13

Marks The Dodo’s First Virtual Event and First Campaign with Group Nine’s New Direct-to-Consumer “Box’d” Offering, Which Brings Editorially-Selected Items Directly to Viewers’ Homes
Company Release
November 13, 2020

NEW YORK (November 13, 2020) – The Dodo, the no. 1 animal brand globally on social [Tubular, May 2020] is taking its third-annual, pup-favorite experiential franchise, “Best Dog Day Ever,” virtual starting with its new “Best Dog Day Ever: At Home Edition.” Sponsored by Resolve®, the #1 Carpet Cleaning Brand*, in partnership with Zenith and Group Nine Media, the one-hour virtual event on Friday, November 13 will consist of three custom segments offering the tools to give your dogs the best day even while stuck at home. The event also features a sweepstakes to win a Box'd delivery, which is Group Nine’s new direct-to-consumer product that features editorially curated products and delivers them straight to its fans’ doorsteps. 

“The Dodo achieved new brand records by attracting over five billion monthly video views in August because of its fans’ obsession with its family-friendly, optimistic and inspiring content that deepens the human and animal connection,” said Group Nine Chief Revenue Officer, Geoff Schiller. “Thanks to Resolve’s partnership, we are able to further that connection and create a virtual extension of our ‘Best Dog Day Ever’ IP. Dogs across the country will be treated during our event and also afterwards with our new Box’d product filled with their favorite items.”

“At Resolve, we recognize there are few relationships more rewarding than that between a human and their pet, so we strive to make sure a mess never gets in the way of this unconditional love and companionship,” said Alyson Goldstein, RB Marketing Director US Household. “Partnering with The Dodo has been an exciting journey for the Resolve brand and enabled us to connect directly with pet parents and celebrate the love of their pets with them. Knowing how beloved their Best Dog Day Ever Event was in 2019, it was important for us to have involvement with the tentpole that pets and their parents enjoy so much.”

“Reaching pet lovers through endemic partners, like The Dodo for Resolve, has been a critical part of our brand and content strategy,” said Kim Iadevaia, Zenith EVP of Content. “Building on our partnership success, we’ve evolved the program to include more social and digital content, scaled to reach more pet parents while driving awareness and sales for Resolve.”

The Dodo has twice held its tentpole experiential franchise, “Best Dog Day Ever.” Year one was a one-day pop-up event at Brookfield Place in NYC, which attracted more than 1,400 pet owners and their pups. Year two was a month-long extravaganza in Williamsburg, NY and drew in thousands of attendees. “Best Dog Day Ever: At Home Edition” is a new virtual extension and will offer pup-first activities ranging from “Treat,” to “Play” and “Pamper” that satisfy your canine’s every whim: 

TREAT 
Join Charlie and Sawyer @puppynamedcharlie as their mom let’s the pups choose their own ingredients and toppings for the best homemade treat, ever. Together they will guide our audience through making the same treat at home! 

PLAY
Join expert trainer Sara Carson & Super Collies @thesupercollies as they teach us how to turn training into playtime your pup will get excited for -- and how it can bring you both closer together. Whether it’s playing fetch or learning a new trick, play is more than just a fun time for your dog — it’s key to keeping their brain stimulated and strengthening your bond. Sarah even has tips for when they’re having a little too much fun: with Resolve® Pet Expert Spot & Stain Remover on hand for cleanups, nothing gets in the way of playtime. (It’s serious business!) 

PAMPER
Humans aren’t the only ones who need a little #self-care, every now and then dogs can benefit from chill time, too. Dr. Andrea Y. Tu, a veterinary behaviorist and PAWS NY board member, will walk viewers through easy relaxation techniques for pets, including acupressure. Along the way, she’ll teach dog parents how to read their dog’s body language so they can better meet their pup’s needs.

In lieu of an admission fee, guests will be encouraged to donate to the event’s community partner, PAWS NY, a nonprofit which helps New York City’s most vulnerable residents remain with their pets by delivering critical programs and services through a community of partners and volunteers.

Guests can enter The Dodo’s first sweepstakes, which will provide 350 lucky winners with the opportunity to get their hands on a coveted Best Dog Day Ever Box'd, which includes a Leash, Dog Bowl, Resolve Pet Expert Spot & Stain Remover, a Dog Treat, and a Stuff-A-Ball Treat Dispensing Dog Toy. See official rules.

Register HERE for “Best Dog Day Ever: At Home Edition.”

*Based on unit sales data, 52 weeks ending 09/05/20.
 
About The Dodo:
The Dodo is the #1 media brand for reach on mobile in the U.S. [Nielsen DCR, November 2019], and the most engaged media brand globally across all content genres [Tubular Labs, May 2020]. We tell fun, entertaining, emotional stories about animals that make people laugh, cry happy tears, feel ALL the feels, and fall in love with animals. In December 2016, The Dodo joined forces with NowThis, Thrillist and Seeker to form Group Nine Media — the #1 video publisher on mobile in the U.S. [Nielsen DCR, June 2020].

###

CONTACT:

Pierce White

Group Nine Media

(646) 561-3345

(646) 561-3345

(646) 561-3345

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