American Humane Association Taps MRB Productions
January 5, 2012 by Screenmag
Following the successful November 2011 broadcast premiere of the Hallmark Channel’s 1st Annual Hero Dog Awards, the American Humane Association extended its contract with Hollywood, CA-based MRB Productions to produce its 2nd Annual Hero Dog Awards show, for 2012. Matthew Brady, the two-time Emmy Award-winning founder of MRB Productions, and Luke Watson will be executive producing again.
Presented by Cesar Canine Cuisine, the American Humane Association’s Hero Dog Awards celebrates the powerful relationship between dogs and people. Eight extraordinary canine finalists are honored for their incredible loyalty, courage and companionship. Carson Kressley hosted last year’s show with celebrity presenters like, Betty White, Peter Fonda, Paula Abdul, Faith Ford, and many more.
Quickly becoming an awards show maven, MRB kicked off the promotion of the 1stAnnual Hero Dog Awards with a unique digital marketing technique. A month leading up to the premiere, MRB offered leading comedy websites, such as FunnyOrDie.com and Break.com, exclusive digital content from the show, tapping into an online audience of tens of millions of potential viewers, by teasing their palate with consistent viral videos, featuring the likes of Mickey Rooney, Dog the Bounty Hunter, and Carson Kressley. These videos led to television coverage on daily news shows on channels such as Reelz.
“We’re very excited to be asked back for a second year on the Hero Dog Awards,” said Brady. “These are stories that need to be told, and I’m honored we get to have a part in telling them.”