Milk-Bone Make Your Dog Famous Tour Fetches Results - Event Marketer

Milk-Bone Make Your Dog Famous Tour Fetches Results

DB_Gold_Milkbone_2006 Ex
Brand: KRAFT MILK-BONE
Agency: PIERCE PROMOTIONS & ENTERTAINMENT
Awards: EX AWARDS — BEST RETAIL/IN-STORE EVENT PROGRAM
Year: 2006

The Make Your Dog Famous Tour gave dog owners an opportunity to enter their pets in a contest to choose the new public face of Kraft Foods’ Milk-Bone brand. Pet parents visited a Canine Cruiser vehicle at more than 100 consumer events, retailers, malls, and dog parks, and the pets themselves got the star treatment. First, the pooches walked the red carpet into a green room with water bowls, grooming tools, and Milk-Bone snacks. Dogs could have their photos taken at a Milk-Bone photo studio; pics were then posted on the brand’s web site for public voting and guests could send them to friends and family with an email postcard kiosk. A prize wheel challenged visitors with trivia questions.

The initiative resulted in 47,000 contest entries, 88 percent more than expected. The tour also generated local and national media coverage, culminating with the announcement of the winner on NBC’s “Today.”

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