Most of my friends know I’m a huge dog lover (have two Labradors myself) so of course one of them sent me a note about the guys over at Milk-Bone (dog treats, food) conducting a search for “100 moments of joy” between pets and their owners which will lead to a new company spokesdog. Love it!

The search is connected to the company’s 100 year anniversary – which they have blown out to the max with the following activities:

• Milk-Bone kicked off the fun in Times Square in NYC with the world’s largest dog house, made entirely out of Milk-Bone biscuits – so more than 100,000 biscuits were used. Some celebs like Ivanka Trump (photo) helped kick off the celebration.
  
• Photos of celebrities and their dogs have been auctioned off for charity, raising funds for Canine Assistants
  
• A nationwide “Milk-Bone Moment” tour around the US, stopping at fairs and festivals, taking photos of dogs and their owners to enter in the contest
  

The company also checked off the “do the right thing” element, providing a $1 million donation to its Canine Heroes program that provides dogs to people in need as well as dogs for police to use. The campaign site has some great photos and videos already uploaded, showcasing how crazy we all really are about our dogs.

The only thing I would have added would have been an active campaign blog that covers all of the stops of the mobile tour and talks about all the fun dogs/owners found along the way. Just something to add a bit more conversation and content to the site, and could have provided a way to give a “bark out” to special stories from the road.

All in all the campaign does a nice job of really blowing out an anniversary celebration to add some personality and fun to the brand.