Adapting to Crisis

The Dodo Reimagines Experiential Franchise With Virtual Guidance for Dog Owners

The pandemic didn't stop the animal brand from bringing fans the Best Dog Day Ever

Screenshot of trainer Sara Carson and a dog
Trainer Sara Carson demonstrates how to turn training into playtime with her collie, and how to use event partner Resolve's products to clean up accidents.Group Nine Media
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By Ian Zelaya

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Best Dog Day Ever has quickly turned into an experiential tentpole for The Dodo. The animal brand debuted the franchise as a one-day pop-up with activities and photo ops for dogs in New York City in 2018, followed by a monthlong, Halloween-themed experience in 2019 that drew around 10,000 pet owners to Williamsburg. 

The Group Nine Media-owned platform had plans for more physical extensions of the experience in 2020, but the pandemic has made most in-person gatherings unsafe, with or without animals.

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ian.zelaya

Ian Zelaya

Ian Zelaya is an Adweek reporter covering how brands engage with consumers in the modern world, ranging from experiential marketing and social media to email marketing and customer experience.

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