In response to the increase in the number of stray dogs in US shelters post-pandemic, where only half manage to find new homes, Pedigree and its agency BBDO New York are venturing into the metaverse to boost adoption rates.
They’ve introduced the FOSTERVERSE program, acknowledging that not everyone has the chance to own a dog in real life. This initiative provides metaverse users with novel ways to support homeless dogs.
Through the program, Decentraland property owners can foster a real shelter dog on their virtual premises. Participants can also introduce 3D avatars of actual dogs awaiting adoption into their properties via Adopt a Pet.
This allows everyone in Decentraland to interact with these dogs, learning about their stories, ages, and whether they’re already adopted. Regardless of ownership, individuals can adopt these dogs after meeting them in the metaverse or contribute to the Pedigree Foundation to further aid dogs in need.
Decentraland hosts receiving dogs on their properties will be awarded a virtual apparel NFT as a token of appreciation for their involvement. Additionally, Pedigree has committed to donating an extra $100,000 to shelters through its foundation.
Jean-Paul Jansen, Vice President of Marketing for Mars Petcare North America, expressed pride in being the first brand to introduce adoptable dogs to the metaverse.
He highlighted the initiative’s alignment with their long-standing goal of eradicating pet homelessness. “The Pedigree brand and the Pedigree Foundation have long supported animal shelters and promoted dog adoption,” Jansen said. “This program introduces a new avenue for people to assist dogs in need through virtual care.”
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