Conceptually, the promo was hinged upon technical scouting and detailed scripting. Reuniting the actors (humans and dogs) in a believable way as a public stunt was critically important. This entire thing was essentially comedy sketch! As the contest developed and creative solidified, the usual guerilla tactics like eco sidewalk stencils and wildposting necessitated a new breakthrough given the saturation of other movies opening on the same weekend. We uncovered this as we trolled about the city and documented traditional billboard placements. We kept adding and adding... the 'Die-Cute Standees' and surprise/obvious Poo Clues at search party checkpoints were our faves.

The entire event was filmed and photographed for natural, residual social promotion, to achieve the objective. Guerilla tactics were directly tied to a 13.5% uptake in Facebook 'likes'. Visual assets proved Canadian activity to the LA headquarters. Coupled with 1500 promo giveaways for the day, the innovative promotion connected just shy of 4000 unique individuals face-to-face with the character drama; with an estimated total on guerilla media (please see board) of 315,000 total views.