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Sports Marketing News

Glow Hopes to Win Best in Show for Westminster Kennel Club Dog Show Social Efforts

The creative agency has been working with the organization for nearly 10 human years

Will a Norwegian Lundehund be crowned Best in Show?Westminster Kennel Club/Glow
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By David Cohen

 

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Social media has gone to the dogs—the show dogs.

Westminster Kennel Club teamed up with creative agency Glow on extensive social activations to back the Westminster Kennel Club Dog Show, which began last Saturday at Lyndhurst Mansion in Tarrytown, N.Y.

Glow brought drool-worthy social content including GIFs, posts and live stories to Facebook, Instagram, TikTok and Twitter, with no plans to call off the dogs until the pooch who is crowned Best in Show Thursday embarks on his or her press tour in New York Friday.

Specific activations included:

  • In anticipation of Friday’s theatrical release of Marcel the Shell With Shoes On, based on the viral video voiced by Jenny Slate, Marcel and his pet dog—a piece of lint named Alan—made the trip to the event.
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David Cohen

  • @9Number9
  • david.cohen@adweek.com

David Cohen is editor of Adweek's Social Pro Daily.

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