Purina is a brand that each year searches for new pro dog promotions and activations.

This year, Purina Dog Chow, created something never seen before and gave it to true dog lovers, a device that makes sure they and their dog could always find each other.

On the 22nd of March 2014 at “Perrotón”, an event with more than 20,000 people attending, with veterinarians, media people and dog lovers amongst them, we surprised some of them with the collars, which they instantly began to use and most importantly of all, to love.

1,000 SOD collars were delivered on March 22nd at “El Perrotón”, the first dog-owner race in LATAM, a Purina event with more than 20,000 attendance, including media, celebrities, dog lovers, and experts.

A few weeks later, local media and influencers shared and amplified the event, in the first 72 hours we recieved more than 6,000 calls at our call center and an avalanche of e-mails from pet magazines and blogs asking for the collar to give away to their audience.

Today we have a huge list of dog lovers waiting for one. And they’ll get it at the next Perrotón.