Schmackos offers $250,000 ‘reward’ for lost dog, Roger
Mars Petcare’s Schmackos brand has launched a “search” for the star of its TV commercials, Roger the dog, led by his owner Dorothy.
The competition-based campaign, created by Sapient Nitro Melbourne, has seen “lost dog” posters placed on more than 15,000 power poles across the country offering a $250,000 reward for the return of Roger, who went missing after a trip to the ‘Schmackoville Schupermarket’.
A ‘search party’ website has been created where customers can register with a Schmackos Popcorn or Strapz product barcode to follow a series of clues posted weekly for eight weeks.
Each clue will lead people to the where abouts of Roger, with the major prize winner to receive $250,000.
The campaign, which runs until mid July, includes above-the-line promotion via outdoor, print, radio, point of sale, and TV, together with social media components via a “lost dog” Facebook page and Dorothy’s Twitter profile.
Sean Hanneberry, Sapient Nitro Melbourne MD, said: “It’s a new direction for the brand that represents a much richer and immersive experience for the Schmackos consumer.”
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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love this idea. very clever. perhaps experiential stuff too? vets? pounds?
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Dunno about that – very ‘street’, but I’ve just peeled off the tape from my nature strip tree’s trunk after a sad little notice about a *real* lost dog was placed there the other week.
And frequently see the council workers trekking up and down King St Newtown stripping the swathes of notices and posters for recycling. Councils and residents mightn’t think it so clever….
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“It’s a new direction for the brand that represents a much richer and immersive experience for the Schmackos consumer.”
Is this campaign designed for really smart dogs??? Or are their owners really fond of jerky???
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awsome were do i sign up
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