NBC Sports and 4mm Games Announce Creation of 'The National Dog Show' Social Game Sponsored by Purina

NBC Sports and 4mm Bring 'Dog Show Friends' to the Audience of the Most Widely Viewed Dog Show in America

NEW YORK, Nov. 24, 2010 /PRNewswire-USNewswire/ -- NBC Sports and 4mm Games, an independent global interactive entertainment company, announced today that they have developed an innovative social game for The National Dog Show Presented by Purina, that will be hosted on Facebook and other digital platforms and be made available to dog lovers everywhere.  Nestle Purina PetCare Company, which has been the presenting sponsor of the NBC Thanksgiving Day telecast of the National Dog Show (noon-2 p.m. in all time zones) for the past nine years, is the presenting sponsor of the new social game.

(Logo: http://photos.prnewswire.com/prnh/20101124/DC07689ALOGO)

"Dog Show Friends" is a virtual community in which participants can adopt, nurture and train puppies while interacting with other dogs and owners and being rewarded for responsible pet ownership. The game can be accessed via www.facebook.com/nationaldogshow and at www.dogshowfriends.com.

"NBC's National Dog Show is the perfect inspiration for a massive social game," said Jamie King, Chief Creative Officer of 4mm Games and multiple dog owner. "The audience is the largest in its category. Dogs and their owners are very interconnected and thrive on the social aspects of dog ownership – it's the perfect fit for Constantly Connected Gaming™."

Online competitors in The National Dog Show social game will be able to adopt a puppy, nurture and train it into a show dog – while discovering the unique four-legged personality behind each canine. Players – with enough experience – will be able to own a number of unique breeds, with new dogs, activities and challenges being released frequently. Visiting and caring for friends' pets is just the beginning – a dog might have a playdate with a neighbor's dog one day, and enter a competition together the next day to find out who's raised a best of breed.  

"NBC and our partners at Purina are excited to work with 4mm Games to create a social game that will appeal to our National Dog Show audience," said Kevin Monaghan, SVP and Managing Director of NBC Sports Digital Media. "The game will allow our community of viewers to continue the National Dog Show experience long after 'Best in Show' has been awarded."

Much like the NBC television broadcast itself, actor John O'Hurley will also serve as host of the game. "It was a no brainer to be involved with the game based on my long-standing relationship with the National Dog Show," said the Broadway star and comedic actor. "Social gaming is fast becoming an important part of our lives and the entertaining world of show dogs – virtual or not – is a perfect fit."

"Through our Petcentric online programs and mobile applications, we know pet lovers enjoy playing social games and spending time on the web," said Chris Padgett, vice president, Digital Marketing, Nestle Purina PetCare.  "We're excited to work with NBC Sports and 4mm Games to bring the experience of the National Dog Show to our consumers in a social game."

The National Dog Show Presented by Purina (www.nationaldogshow.com) is an annual two-hour, family-oriented, NBC television special.  Hosted by the Kennel Club of Philadelphia, the event has become a holiday tradition, generating a total audience approaching 20 million viewers each year following the Macy's Thanksgiving Day Parade.

SOURCE National Dog Show Presented by Purina

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