TURNING A COMMUNITY DOG RUN INTO A BRAND-BUILDING MOMENT
Dogsters Ice Cream for Dogs — a first-of-its-kind frozen treat brand made specifically for canines — needed a way to break through the noise in a competitive pet product market. Their challenge wasn’t product quality; it was awareness and trial at the consumer level. MELT identified the Pittsburgh Dog Derby as the perfect launchpad: a highly targeted, passion-driven community event where the audience is 100% self-selected dog lovers. The third annual MUTT-run, organized by Vinnie Somma of Say It Once Dog Training, brought together over 400 dogs and their owners for a day of exercise, community, and fun.
MELT designs and executes live event activations that drive brand awareness, product trial, consumer data, and measurable sales — all at the same time.
We do both. MELT designs and executes — from concept through teardown — at scale, at marquee events, without excuses.
We build programs that connect game day to pay day — linking your sports and event presence directly to retail, sampling, and measurable lift.
We engineer fan experiences that drive real engagement and create content that keeps working long after the final whistle.
We do both. MELT designs and executes - from concept through teardown - at scale, at marquee events, without excuses.
We build programs that connect game day to pay day — linking your sports and event presence directly to retail, sampling, and measurable lift.
We engineer fan experiences that drive real engagement and create content that keeps working long after the final whistle.
MELT secured the Dogsters title sponsorship for Bark in the Park, earning premium brand placement, PA announcements, and activation rights throughout the event.
Dogsters ice cream samples were distributed to over 400 attendees at the finish line — reaching dogs and owners at peak emotional engagement.
Structured data collection via on-site surveys and digital touchpoints delivered purchase intent scores, email captures, and behavioral insights.
Event content generated organic sharing across attendee networks, extending the brand moment well beyond the event footprint.
A portion of proceeds benefited local rescue organizations, reinforcing Dogsters' brand values and earning lasting goodwill with the pet owner community.
Dogsters Ice Cream for Dogs — a first-of-its-kind frozen treat brand made specifically for canines — needed a way to break through the noise in a competitive pet product market. Their challenge wasn't product quality; it was awareness and trial at the consumer level.
MELT identified the Pittsburgh Dog Derby as the perfect launchpad: a highly targeted, passion-driven community event where the audience is 100% self-selected dog lovers. The third annual MUTT-run, organized by Vinnie Somma of Say It Once Dog Training, brought together over 400 dogs and their owners for a day of exercise, community, and fun.
MELT secured the title sponsorship for Dogsters and designed an activation that went far beyond a tent and a banner — creating immersive touchpoints that generated real brand engagement, consumer data, and measurable community impact.
"After the event, we deliver a full activation report: reach, engagement, data collected, coupon redemption, social impressions, and a clear line from the experience to measurable business outcomes."
Target the passion, not just the demo. Dog events don't just attract "dog owners" — they attract devoted, high-spending pet enthusiasts who make intentional purchase decisions. A day at the Dog Derby delivers a more qualified audience than most digital ad campaigns at a fraction of the CPM.
Sampling at the right moment matters. Handing out ice cream samples at the finish line — when dogs are warm, tired, and ready for a reward — is strategic, not accidental. Context-driven sampling converts far better than sampling in a grocery store aisle because the emotional stakes are higher.
Build in a data layer. Most experiential activations leave without anything measurable beyond "it felt great." MELT's approach always includes structured data collection — whether that's product research surveys, email capture, or purchase intent scoring — so clients leave with insights, not just impressions.
Cause alignment amplifies CPG brands. The Rescue League partnership turned a one-day sampling event into a story worth covering, sharing, and remembering. Pet owners are among the most cause-aligned consumer segments in retail — a brand that shows up for rescue dogs earns loyalty that no coupon can buy.
Dogsters Ice Cream for Dogs — a first-of-its-kind frozen treat brand made specifically for canines — needed a way to break through the noise in a competitive pet product market. Their challenge wasn't product quality; it was awareness and trial at the consumer level.
MELT identified the Pittsburgh Dog Derby as the perfect launchpad: a highly targeted, passion-driven community event where the audience is 100% self-selected dog lovers. The third annual MUTT-run, organized by Vinnie Somma of Say It Once Dog Training, brought together over 400 dogs and their owners for a day of exercise, community, and fun.
MELT secured the title sponsorship for Dogsters and designed an activation that went far beyond a tent and a banner — creating immersive touchpoints that generated real brand engagement, consumer data, and measurable community impact.
Dogsters Ice Cream for Dogs — a first-of-its-kind frozen treat brand made specifically for canines — needed a way to break through the noise in a competitive pet product market. Their challenge wasn't product quality; it was awareness and trial at the consumer level.
MELT identified the Pittsburgh Dog Derby as the perfect launchpad: a highly targeted, passion-driven community event where the audience is 100% self-selected dog lovers. The third annual MUTT-run, organized by Vinnie Somma of Say It Once Dog Training, brought together over 400 dogs and their owners for a day of exercise, community, and fun.
MELT secured the title sponsorship for Dogsters and designed an activation that went far beyond a tent and a banner — creating immersive touchpoints that generated real brand engagement, consumer data, and measurable community impact.
