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Research Outline
Prepared for Emily J. | Delivered September 16, 2019
Media and Marketing of Major Dog Shows
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Goals
To gain an audit of the AKC National Championship, Westminster and National Dog Shows for media coverage, social conversations and brand activations at the shows.
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Early Findings
AKC NATIONAL CHAMPIONSHIP
The AKC National Championship's
main sponsor
is Royal
C
a
n
i
n
, whose branding appears on all official material associated with the event.
Other official sponsors include
TropiClean
and
SpectrumBrands
.
A complete list of the
2018 vendors
at the show is available here. However, the list does not clarify if any did any brand
a
c
t
i
v
a
t
i
o
n
s
as such.
We then examined images and social media pictures shared by attendees to see if there was any evidence of brand
a
c
t
i
v
a
t
i
o
n
s
or experiential marketing at the event. None were found.
WESTMINSTER DOG SHOW
The key sponsor for the Westminster Dog Show is
Purina ProPlan
.
Other
official sponsors
are
C
o
s
e
q
u
i
n
, Embark, LifeProof, Merck Animal Health and
T
r
u
p
a
n
i
o
n
.
A complete list of vendors is
here
. None of the booth descriptions imply they were 'brand
a
c
t
i
v
a
t
i
o
n
s
'.
We also checked images shared on social media and the internet of the event for any sponsor or brand that looked like it was conducting a brand activation. None were found.
WKC
partnered with
GLOW to help grow its social media audience in 2018 for the annual dog show. It
grew social
following by over 15,000 and helped expand engagement rates, millennial audience reach and hashtags mentions.
One of their main initiatives was the
#BestAtHomeContest
to crown a winner from public submissions of their dogs.
NATIONAL DOG SHOW
Purina is also the
key sponsor
for the National Dog Show.
Another key
sponsor
is Carson Events (who coordinates the TV broadcast with NBC).
A
vendor list
is available here. Similar to above, there is nothing to indicate any of these vendors conducted any brand
a
c
t
i
v
a
t
i
o
n
s
.
Similar to the other two shows, images and social media pictures did not yield any evidence of brand
a
c
t
i
v
a
t
i
o
n
s
during the event.
In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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