INTERVIEW: Animal Planet captures fútbol fever with World Pup event

Animal Planet, the TV network dedicated to all things furry and fishy, is banking on the success of its popular Puppy Bowl series to carry over into the world of international fútbol (or soccer to Americans). World Pup, a variation on the World Cup, is an online competition that goes through dog breeds in a one-and-done contest. Brackets are set up, and voting has started. What dog will win the fire hydrant trophy?

Recently, Hollywood Soapbox exchanged emails with Miguel Monteverde, vice president of digital media for Discovery Communications.

Where did the idea originate to have a World Pup event? Did it build off the successful Puppy Bowl?

From Puppy Bowl to Puppy Cam, Animal Planet is the home for all things canine and cute. When we brainstormed how to embrace the international phenomenon that is the World Cup, we couldn’t imagine a better way to get in the game than with our furry, four-legged friends.

How will the World Pup event work?

Launched on June 12, World Pup is a single-elimination tournament that allows fans to root for countries based on a representative dog breed, such as Portugal’s Portugese Water Dog. To vote, users log into Facebook and Twitter at AnimalPlanet.com/WorldPup and cast their votes. Votes also can share their vote with others online. There will be four rounds of voting, running Thursday through Wednesday, with live tallying throughout. The final winner will be announced on the World Pup site on Thursday, July 10, before the Sunday World Cup Final. And, for fans who want to catch World Pup action live, we’ve invited our Animal Planet L!VE Puppy Cam pups from the Washington Animal Rescue League to play.

TV networks are being asked to provide more entertainment besides original programming (social media, web exclusives, etc.). Does this fit into the larger picture of Animal Planet’s mission?

Animal Planet’s mission is to fully immerse viewers, both on air and online, in the full range of life in the animal kingdom. The Animal Planet team works across platforms seamlessly to create complementary content. From webisodes that extend the TV narrative and year-round social engagement to multiplatform events, like Puppy Bowl, and new platforms, like Animal Planet L!VE, we are able to more deeply engage our loyal viewers and reach new audiences. World Pup is another great example of how we are delivering on this strategy.

Do you have a personal favorite in the event?

In our office bracket, I placed my bets on England’s Old English sheepdog because I have one at home. If you take a look at the brackets right now, though, looks like I may need to pick a new top contender!

By John Soltes / Publisher / John@HollywoodSoapbox.com

• Click here for the World Pup competition.