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New Jersey’s social media team saves lost puppies from certain peril

May 11, 2012, 3:15 PM EDT

Mission Control

Earlier this season we highlighted the New Jersey Devils’ award-winning Mission Control, a digital communications/social media initiative located inside the Prudential Center.

Well, it turns out Mission Control isn’t just about effectively managing, monitoring and measuring online brand engagements (and other corporate buzzterms like synergy and user-centric.)

Mission Control also saves dogs.

Baby dogs.

Here’s the story from The Big Lead:

What’s the best example of how a brand has engaged with the team and its fans through the social space?

To choose one example would be very, very difficult but one example that may surprise you, sticks out in my mind. Of course we talk hockey, we talk concerts, we talk tickets but this one day we had a real life dilemma on our hands. Two stray puppies were found running around the loading dock area of the Prudential Center. A security guard grabbed them both and one of our people got the puppies right to a shelter.

Within 24 hours, Mission Control had broadcasted enough information to enough people and the puppies were picked up by their owner at the shelter. The power and reach of social media is just amazing!

To answer your question: Yeah, slow news day.

  1. maalea - May 11, 2012 at 3:55 PM

    really??? this is news?

    • ThatGuy - May 11, 2012 at 4:07 PM

      No, its a whimsical blog post on a day with no NHL games.

  2. quizguy66 - May 11, 2012 at 5:19 PM


  3. crazemastercraze - May 11, 2012 at 7:21 PM

    anyone who doesn’t find this story at least a little touching is a stupid douche!

    • taytay099 - May 11, 2012 at 7:25 PM

      Seems a bit harsh.

  4. dannythebisforbeast - May 12, 2012 at 8:58 AM

    And the ownership was never verified and the puppies were used as chew toys in a pit bull operation. Awww so cute. Anyone ask how the F do not one but two puppies end up in the middle of nowhere?? Please do a follow up investigation.

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