Issue: Coyne PR was charged with generating consumer awareness and unleashing excitement around contests conducted by Milk-Bone.

Idea: Coyne PR leveraged the unique prize of the contests – never before had an “everyday” dog been featured on the Milk-Bone box. From looking for entries to announcing the winners, Coyne PR capitalized on each phase of the program to generate media interest, highlighting the special bond between dogs and their owners.

Impact: The Milk-Bone contests generated more than 100 million media impressions, with coverage across the board from “Today” and “FOX & Friends First” to the Pittsburgh Post-Gazette and New York Daily News. The contests received more than 40,000 consumer entries.