Case Study: PCG Promo

Pets CanGo Promo

This video provides an overview and a promotional glimpse into the sneak peek videos featured on the PetsCango.com website.

P: Plan. Produce.

I like to focus on pre-production so that I can be in and out during production and post can go smoothly and efficiently. I did location scouts and met with management and/or owners before selecting venues to include. I wanted to include places that genuinely got the mission and made me and my dog feel welcome.

A: Audit. Make Accessible.

The videos include a written blog post so that visitors to the site have the option of reading in addition to watching the videos. I also made descriptive text available in case someone is visually impaired or limiting their data usage and they cannot view the video. The WordPress theme is fast-loading and optimized for low data to make it accessible for those who do not have broadband access.

R: Revise. Reinvent.

There is not a lot of re-hashed content; however, I did have to experiment until I could come up with a consistent format to improve the efficiency for posting. The consistent format also allows visitors to the site to know what to expect.

T: Teach. Touch.

The site’s mission is to inspire people to adopt pets so the tone of the site aims to make having a rescue pet hip and happening. The website showcases fun places to go with your pets. I wanted the tone to be upbeat not the usual bummer approach to animal advocacy.

Effective Efficiency:

In keeping with the vibe of making pet adoption hip and happening, this promotional video has to be hip and happening too. That means a fast paced highlight reel with a rhythmic beat that makes the viewer want to get out of his/her seat. Viewers of this video not only get to see a number of eligible pet friendly venues to visit, but they can also visit the PetsCango.com website by clicking on the URL throughout the video.

Note: There is also a pulsing interactive hot spot that beats in pace with the music at the end of the video, enticing and empowering the viewer to become an active user by clicking and taking the viewing experience to a whole other level. And all this in 30 seconds.

The following examples show how adding an interactive element can heighten the experience of taking a walking tour. Interactivity allows the user to transition from a passive viewer to an active user.