The COVID-19 pandemic brought unprecedented change to the events industry. But as MP Singapore, a Pico Group subsidiary has recognised, the need for community connections is as strong as ever.
As the organizer of PetExpo, Singapore’s largest pet event, MP Singapore introduced a brand-new initiative for its seventh edition in 2020: #PetExpoConnect, a digital spin-off that would invite the pet community to connect, converse and create new shared experiences.
MP Singapore developed the event structure, identified enticing content for the pet community, and collaborated with partners to deliver a full suite of activities. These included a live webinar series, live flash deals, adoption drives, pet food donations, lucky draws, deals from pet suppliers, and even matchmaking for pet owners.
The webinars proved especially popular and covered a gamut of topics ranging from responsible pet ownership and pet exercises to antibiotics for pets. ‘Paw-rents’ could engage in interactive community discussions and Q&A sessions, with each session offering giveaways. Registered participants were also entered into a grand lucky draw.
The online event presented more opportunities for users to connect with other animal lovers. In conjunction with #PetExpoConnect, Table For Two Asia and KRDS Singapore organized an online matchmaking fundraiser and a digital dating experience, matching and hosting curated virtual dates for pet owners via Zoom. Matching criteria included personality, core values and types of pets owned.
One of #PetExpoConnect’s key draws was its attractive deals and sales. MP Singapore strove to bring the same experience online with features such as live flash deals and a directory of shopping discounts. Meanwhile, other activities also served good causes, with the Cat Welfare Society (CWS) and Save our Street Dogs (SOSD) organizing virtual adoptions as part of the #PetExpoConnect programme.
