What We Did... A microsite1 that let users rip open bags of trash to find Puppy Snaps2 — digital treats that corresponded to real-life prizes like props from the film3. Released daily, these would be available at a set time, forcing people to fight for scraps.
What I Did... Created the social strategy and developed a promotional plan across all owned channels. This included analyzing and defining when to launch each free-for-all4, overseeing community engagement as the site was live, and giving out special treats to fans who were really bad at digging through trash.
🐶 Shorty Awards (Silver) • Entertainment
🐶 Clio Awards (Bronze) • Microsite
🐶 Awwwards • SOTD
🐶 FWA • SOTD
With... Watson Design Group & Fox Searchlight