Issue: Milk-Bone was looking to tap into “Milk-Bone moments” that pet parents share with their canine companions and send tails (and tongues) wagging for the brand’s 100th anniversary.

Idea: Coyne PR created a big “moment” at the birthplace of the brand – New York City – by creating the World’s Largest Doghouse in Times Square. The two-story, 480 square foot canine castle was painstakingly built with more than 100,000 Milk-Bones. The celebratory event featured celebrities such as Ivanka Trump and actor Cristian de la Fuente (ABC’s Dancing with the Stars), celebrity “paw”tographs of stars such as Paris Hilton and Nicollete Sheridan that were auctioned off for charity, and a specially designed Milk-Bone anniversary cake by Food Network’s Ace of Cakes.

Ivanka presented a $1 million check on behalf of Milk-Bone to Canine Assistants, which helps provide assistance dogs for people with disabilities and special needs, as well as police dogs for law enforcement agencies. Coyne PR is also supporting the brand’s search for the first-ever SpokesDog, with nationwide outreach resulting in stories across the country, from the Orange County Register in California to the Buffalo News.

Impact: Coyne PR is barking up the right tree – pet parents and media lapped up the story, with coverage for the event ranging from E! Entertainment and people.com to four AP wire service photos, nationwide broadcast coverage and more. The campaign has generated 75 million media impressions and over 400 stories to date.