While many automakers spent $3 million dollars on 30 second Super Bowl ads, Subaru did not. Instead, Subaru leveraged its social media presence to initiate a different type of marketing campaign.
Subaru, in collaboration with Animal Planet, invited its fans to take their dogs for a walk on Super Bowl Sunday as part of Puppy Bowl VII. Fans signed up on Subaru's website and on its Facebook fan page with their pledge to take their dog on a walk.
According to Subaru, more than 116,000 people signed up for the dog walk, and more than 250 people posted about their walks on Subaru's Facebook fan page. This marked a social media engagement record for Subaru.
Brian Johnson, advertising manager for Subaru, said, "Subaru owners tend to be active and enjoy the outdoors...The Dog Walk event was an ideal opportunity to connect the community with our new ‘Dog Tested. Dog Approved.’ campaign."
This all plays into Subaru's "Dog Tested. Dog Approved" marketing spots.