Knowing that the majority of people book at the bus depot, bones with the message 'a special treat' were placed in the vicinity of the point of purchase. Upon investigation the customer found that they could enjoy a 'human' special treat by visiting the Greyhound website to book their tickets.

As a direct result of the campaign, the amount of people booking online during Greyhound's busiest time of year (Dec-Jan) increased by 350% compared to the same period in the previous year.