We created a mobile app inspired by ‘90s virtual pet toy Tamagotchi, which would be instantly familiar to millennials. By ‘fostering’ a real animal in local shelters that ASPCA partners with, Tamagotme players will feel a greater sense of ownership, especially since gameplay prompts players to make micro-donations to improve their pet’s quality of life. To further nurture genuine relationships between player and pet,
ASPCA will share photos or videos of the animal via Snapchat or Instagram Direct. 

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To launch Tamagotme, we’ll rally famous #petsofinstagram to support their furry friends through social outreach. Some animal influencers we could reach include Grumpy Cat, Nala Cat, Menswear Dog, Pusheen, Pudge, Buddy, Boo and Blue. 

We’ll also create web banners that appear based on searches around ‘games’ and ‘animals’ to increase discovery of the app.

 

ACCOUNT PLANNER: Cai Yu Lam
ART DIRECTOR: Andrea Erali
COPYWRITER: Tracy Silagi