We realized there are much more to dogs than just being a pet. Center of this campaign was a mobile marketing program that toured across America generating buzz, PR and allowed consumers to enter the competition with their dog on the spot.

A specially converted bus allowed customers to enter the competition by taking photos of their dogs, while green screen technology allowed them to choose from 8 custom backgrounds. DJs on a stage handed out premiums including dog biscuits, custom dog tags and T-shirts.

Local charity partners hosted events and encouraged stray adoption. Celebrity dog trainers gave tips to dog owners waiting in line.

Overall we infused Old Navy’s brand of buzz and fun with America’s love for their dogs. This combination created an emotional connection, dog owners became active participants in our Search for the New Magic program.Partnerships with local charities. Local/National PR coverage on the tour was instrumental in ensuring thousands of attendees and spreading the word beyond those in attendance.Mobile Tour results:•124,600 direct consumer interactions via special events & guerilla activity•Over 25 million consumer impressions Collateral distributed:•19,317 bowls •88,423 bone collateral Website results:•125,757 Dog profiles submitted•379,431 registrants•1,491,528 visitors