Petco + Animal Planet: TANKED Facebook App + Video
Objective: Leverage Paid and Earned Media to promote fresh and saltwater aquariums, supplies and fish, through pop-culture and social media. We partnered with the stars of the Animal Planet TV show TANKED to create a "My First Tank" training social video and a playable, customable tank Facebook app. Once you customized your personal tank in Facebook, you could post, share, and order exactly what you created. Simultaneously with this social media launch, an actual episode of TANKED aired on Animal Planet, featuring the stars creating a unique tank in the Petco corporate headquarters.