I recently got my first email from Petcentric with a link to their site, which launched in 2006. In a 2008 article in Promo Magazine the site is described as a social network, however most of the content is provided by the site’s owner, Purina and select partners, such as Yahoo! Answers (pet section.) There is content galore, including news about pets, pet blogs, pet games, reviews, a pet service locator and pet photos and videos, which include user-generated content. The site also has its own Twitter account @petcentric There is very little overt promotion of Purina products, although Purina sponsored events are a rich source of content for the site. Just further evidence of Purina’s commitment to digital media with this engaging site that supports pet owners interests and in turn the Purina corporate brand identity.
