The Cornell University Alumni Association team knows pets are important to many of their alum. So they came up with a fun way to engage alum while also highlighting pets through Cornell’s Dog Days of Summer! The campaign ran from July 3 – Aug. 11, and alumni were encouraged to post a photo of their furry friend either wearing Cornell gear or hanging out on campus. Each week during Dog Days, the team randomly chose 10 winners to feature on their Facebook page (check out a winner at right), and those winners received the official Cornell Dog Days of Summer pack.
Ahead of the campaign, the Cornell team reached out to Magellan. They worked with Cassi Dreyer, Magellan Senior Account Manager, to help find fun and quality pet items to include in the pack. The final selections included a cooling pet bandana, toy tennis ball, collapsible pet bowl and tick remover card. Magellan handled the logistics, stored all the merch and when the campaign was finished, kitted and mailed out the packs to each winner.
Katie Conolly, Assistant Director, Integrated Marketing and Lead of Direct Mail at Cornell University, shared feedback about the packs. “I just wanted to let you know how AMAZING the Dog Days swag is! We are thrilled! Many thanks for all the hard work!”
Patrick Hazlitt, Integrated Marketing and Community Manager at Cornell University, added “The Dog Days of Summer Giveaway was a HUGE hit with our followers. This giveaway generated record engagement for our pages, and we received countless thank-yous. Winners were blown away by the quality of the items and their pups loved them too!”