Greenie’s - The 1st N.I.L. Deal (Name, Image, Litter)
March Madness is for the dogs.
For real.
As collegiate basketball hits March Madness, a handful of college teams are championed by a real dog as their beloved mascot. Greenies will sign an NIL deal with one live college mascot dog- paid entirely in GREENIES Main Meals dog food and make the spirited pup will be the official face of Greenie’s new product.
HOW IT COMES TO LIFE
Reveal our dog deal at the start of conference tournaments (March 12) using playful signing day imagery and GRWM (“get ready with me”) video content for media and social.
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We’ll load up a branded truck full of GREENIES Smart Essentials to drop off at the university for our star mascot. It provides a fun visual to help us syndicate the story across social channels. Within the announcement, we’ll include Main Meals giveaways triggered by the outcomes of NCAA tournament games, extending relevancy to basketball fans already invested in their brackets.
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Surprise and delight existing UGC of dogs watching basketball and GRWM game day content by gifting Fuel your Fandom Packs.
Create a dogs-only bracket contest, mirroring social content where pets picks make picks. Whichever dog does best will win a year’s supply of GREENIES Main Meals.
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At specialty pet stores and other retail, we’ll embed our Main Meals mascot like any traditional star athlete partnership.
AD: Macy Gonzalez & Saúl Rojas
CW: Brittney Thomas