12/09/2014

Objective
Fans were invited to a webinar on raising happy and healthy chicks, presented by Purina and GRIT Magazine. The event was co-hosted by Gordon Ballam, Ph.D., Director of Lifestyle Innovation and Technical Services for Purina Animal Nutrition and Hank Will, GRIT Magazine Editor.
Strategy
To target fans of both Purina products and GRIT Magazine and invite them to this informative and interactive event. GRIT promoted the event by sending out an email blast to their entire mailing list.
Results
Nearly 350 participants showed up for the informative webinar, with a 45-minute average duration of stay. In addition, 10 lucky winners were randomly selected during the event and given coupons for a free bag of the new Purina Layena Crumbles or Pellets Poultry Feed. Finally, over 1500 email addresses were collected for future outreach thanks to Shindig's pre-event RSVP system.