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CASE STUDY:
MILK-BONE | . . . Making Moments Matter ISSUE: Milk-Bone was looking to tap into the “Milk-Bone moments” that pet parents share with their canine companions and send tails (and tongues) wagging during the brand’s 100th anniversary. IDEA: Coyne PR created a year-long, multi-tiered program celebrating moments large and small (not to mention opportunistic) in support of the brand’s search for the first-ever “SpokesDog” via the Make a Milk-Bone Moment contest. Coyne celebrated a big “moment” at the birthplace of the brand – New York City – by creating the World’s Largest Dog House in Times Square. The two-story, 480 square foot canine castle was painstakingly built using more than 100,000 Milk-Bones. The celebratory event featured Ivanka Trump and actor Cristián de la Fuente (ABC’s Dancing with the Stars), celebrity “paw”tographs of stars such as Paris Hilton and Nicollette Sheridan that were auctioned off for charity, and a specially designed Milk-Bone anniversary cake by Food Network’s Ace of Cakes that resulted in the entire 30 minute program devoted to the Milk-Bone cake and event. Coyne PR also supported the Make a Milk-Bone Moment contest announcement nationwide, including the contest announcement, a local market tour, a top 100 local market finalist PR effort, and the winner announcement in early 2009. Coyne PR also identified newsworthy moments that Milk-Bone could seamlessly become a part of, such as when newly-elected President Barack Obama mentioned in his acceptance speech that he would be buying his daughters a puppy. Milk-Bone congratulated the new first family on their “moment”ous decision by offering the Presidential pooch a lifetime supply of Milk-Bones, resulting in nationwide coverage including CNN, USA Today online, and the Washington Post. IMPACT: The brand was doggone excited about the media attention. The campaign has generated more than 2,700 stories to date and nearly 183 million media impressions. The New York City event generated more than 1,000 stories alone, including four AP photos and coverage on E!, The Insider, and Entertainment Tonight. Food Network’s “Ace of Cakes” devoted an entire episode to Milk-Bone, which has re-aired more than ten times. The Obama offer generated coverage on CNN, the Washington Post, USAToday.com, among others. The Grand Prize winner announcement resulted in coverage In USA Today, Associated Press, the nationally syndicated “Bonnie Hunt Show”, and more than 340 broadcast placements across the country. The contest generated 6,500 qualified contest submissions and nearly 70,000 votes and 350,000 gallery views on www.milk-bone.com during the finalist phase of the contest. |
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Pet Case Studies
