Purina Pro Plan Monday Like A Pro Challenge

Monday Like A Pro

Looking for a way for their customers to take control of their “Mondays,” Purina partnered with Brandmovers to launch a star-studded UGC sweepstakes promotion to drive consumer and community engagement, and promote wellness. Each week owners and their pets were challenged to tackle “Monday Like A Pro” with a celebrity coach who would pump them up and cheer them on! Throughout this promotion, participants logged their active minutes, and for each week participants collectively logged 1 million minutes Pro Plan donated $15,000 to the non-profit Athletes for Animals.

Purina pulled out all the stops to make this as engaging as possible, featuring celebrity coaches, weekly challenges, and influencer participation such as professional tennis superstar and dog mom Venus Williams.

How It Works

Customers registered through the sweepstakes microsite created by Brandmovers. Each week participants could sign in to log their active minutes towards the challenge, view their personal weekly minutes tracker, and see the total weekly minutes tracker for all participants. Participants could earn two bonus sweepstakes entries per week by uploading a new photo of themselves being active with their dog and by sharing the challenge on social media using the dedicated hashtag #MondayLikeAPro.   

Each Monday one Grand Prize winner was randomly chosen to receive a year's worth of free dog food and a Purina Pro Plan Swag bag.  Throughout the 10-week promotional period, motivational videos and content from Venus Williams, Shawn White, Chloe Kim, and other influencer athletes were posted encouraging participants to get out and active, and to keep their motivation high. Weekly reminder emails kept participants engaged by reminding them to log their active minutes and earn bonus entries.