Challenge:
Seresto aimed to elevate awareness and engagement around its flea and tick collars for pets while positioning itself as a trusted solution among pet owners. IMDb was tasked with creating an interactive campaign that would captivate users in a competitive attention economy.
Idea:
Leveraging IMDb’s high-traffic homepage, the team introduced Seresto Paws & Claws Pest Control, a gamified experience designed to entertain while reinforcing Seresto’s brand message. The game challenged players to protect pets by eliminating pests, creating an engaging and memorable way to highlight the product’s effectiveness.
With an intuitive, fast-paced format, the experience drove sustained engagement, keeping users immersed for extended play sessions. The campaign transformed a functional product into an interactive adventure, ensuring both brand recall and positive association.
Result:
The game reached 8.8MM unique users
Overall campaign reached 32.7MM unique users
132,809 bugs eliminated
1,964 levels completed
4,094 Seresto Collars collected
With an average playtime of 3 minutes and 28 seconds per user, the campaign surpassed engagement expectations, demonstrating the power of interactive storytelling. More than just a game, Seresto Paws & Claws reinforced brand recognition, fostering a fun and memorable way for audiences to connect with Seresto’s mission of protecting pets.
Elanco:
Bridget Nordlund
Laurel McNeill
John Spain
Laura Gustafson
Olivia Evans
Amazon/IMDb:
Eric Kracht, Sr. Account Executive, Amazon
Nate Knappen, Sr. Account Executive, IMDb
Evan Galloway, Sr. Account Manager, Amazon
Jasmin Garcia, Creative and Campaign Manager, Amazon
Riel Phillips, Head of IMDb Creative Studios
Wilson Saloj, UX / Interactive Designer, IMDb
Eric Fonseca, Sr. Design Technologist, IMDb
Aaron Wilson, UX Design Manager, IMDb
