5 Content Lessons Learned From the Puppy Bowl


Whether you’re a Patriots fan or not, I think most can agree Super Bowl LIII was a bit uneventful—even though it was a fantastic defensive game. The low scores, missed field goals and unmemorable plays made the commercials and other Super Bowl events more memorable than previous years.

So, if you’re a puppy lover like me, you may have flipped to Animal Planet’s Puppy Bowl now and then. I mean, how can you not love the clumsy cuteness of those puppies?

Celebrating their 15th year, the Puppy Bowl never seems to disappoint. From their email and social campaigns to their digital presence and game-day experience, the Puppy Bowl creates more than an afternoon of adorable puppy playtime; they build a digital and in-person experience.

So, what can we learn from the growing Puppy Bowl brand? Quite a bit. Here are a five content lessons learned from the Puppy Bowl brand that you can take to build your overall brand experience with content.

Landing Page Experience

No matter how you get there, when you arrive onto the Puppy Bowl landing page, you're greeted with puppy videos, images, weekend and game-day experience, the ‘About’ and the cause. There is a multitude of content to keep the user on the page, which is recommended for brands. Ideally, you want to keep your consumer on the site and have them click around so eventually, they do something, whether that be a newsletter sign up, sign up for a demo or make a purchase. With the Puppy Bowl, they have an email sign up and ways for you to adopt or donate. You can spend hours browsing the content or looking at available dogs.

Story With Details

Animal Planet and Puppy Bowl creators made sure to add exceptional details to the overall story to make their Puppy Bowl experience replicate the Super Bowl. With Spot Center, Pre-Game Show, the chance for the “Lombarky” trophy, team lineups and more, the creators made sure to add details that made the story that much better. Quality storytelling goes a long way. It captures the audience and keeps them engaged. You can tell the team made sure to replicate the Super Bowl festivities, videos and more. Not to mention, the made sure to include hashtags, partners, rules and regulations in their story experience to keep the fans engaged, informed and aware. Oh, they didn’t forget the second-string dogs either. From referees and coaches to line up cards, sideline reporters and Bissell clean-up crew, there wasn’t an element missed. 

Video Series

Before actual game-day, the use of video is done exceptionally well. The team created a video series from mid-January leading up to game day to introduce the puppies, show training, half-time show updates and more. It created a sense of hype so the audience could stay informed with what’s going on and be a part of the whole experience. The videos were ranged in various lengths but kept the audience engaged the entire time. Also, the videos are easy to access online.

Interactive Content

We’ve heard a lot more about interactive content. It’s a way to engage the user and make them feel like they are part of the experience. Puppy Bowl allowed users to create custom trading cards for their fur-babies as well as a virtual reality experience so fans could get a behind-the-scenes look of pups working with their trainers. While there were a few digital interactive options, it shows how keeping the audience engaged helps build an overall experience. So, if you’re looking for a way to make interactive content into your strategy, you could do a simple VR or create a custom item like the Puppy Bowl.


Puppy Bowl content distribution for campaigns was done cohesively and on brand point. Talk shows and local news stations used video content for outreach and PR. On social media, the team used Twitter and Facebook as an outlet to promote the actual game time with puppy photos, expo information and adoptable puppies. On newsletters, viewers again, got game-time information, events leading up to the game, adoption information and more. It was an experience that video, written words and imagery were used to capture the audience and build excitement.

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Photo courtesy of Animal Planet Puppy Bowl