Animal Planet's Puppy Bowl Now Has Interactive "Pup-Eye-View" Feature

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It's an annual event of adorableness.

Every first Sunday in February, millions of people gather around their TVs to watch, yes—The Puppy Bowl. This year, Animal Planet’s loyal, tried-and-true tradition is introducing a couple of new tricks, including Virtual Reality features and significant branded content.

As Ad Week reports, you will now be able to watch the extravaganza through a “pup’s-eye-view”, which can be accessed online VIA the Puppy Bowl hub page, YouTube, and Facebook.

Also in-store is Animal Planet and Pedigree’s surefire hit commercial, “Heart of a Champion”. The triumphant clip showcases a montage of puppies training for the big day, Rocky-style (iconic sprints up steps and everything). Honestly, that’s two of my favorite things combined.

This year’s enhancements to this cultural sensation hint at the marketing industry’s future of bigger branded content collaborations, as well as a frequent usage of VR for elaborate productions, making for more immersive and interactive experiences. I mean, who wouldn’t want to see this thing through the eyes of a puppy?

The Puppy Bowl begins this Sunday at 3 p.m. ET. Will you be watching?