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Milk-Bone | Make Your Dog Famous

By Paul Muir

Milk-Bone Make Your Dog Famous Tour

In March 2005, Kraft Foods' Milk-Bone sent two branded Aerocell Techvans and Mobilexhibit MX2000 exhibit trailers with Milk-Bone product displays out on the road for a four-month, 34-market mobile tour managed by Pierce Promotions.

Milk-Bone branded Aerocell Techvans and Mobilexhibit MX2000 exhibit trailers

The goal of the tour was to drive awareness and drum up contestants for The Make Your Dog Famous Search, which will choose four canines to appear on Milk-Bone's Original biscuits boxes.

The trailers opened up to reveal 360o activity centers, created to provide pet parents the chance to interact with their dogs, have some fun and win great prizes.

Milk-Bone photo contest

On board: a pet trivia game, grooming stations, self-serve "Tail-Mail" photo kiosks and two photo stations where photographers shot contest photos of visiting dogs. Pet owners were directed to a custom Web site, where they could view their pics and-using an entry code they received at the vehicle-submit them for the contest and e-mail them to friends and family.

About half of the tour's 200-plus stops were retail accounts; the rest were fairs and festivals, dog parks, and shopping malls (MX2000 trailers are designed so they can be compressed to be small enough to wheel inside).

The tour made over 2.5 million "live" event impressions.

"It's a great way for us to interact with pet parents and offer another fun way to help make the bond with their dogs even stronger," says David Contract, Milk-Bone brand manager. "We believe this program will help reinforce our heritage as snacks pet parents can trust to feed their dogs."

Support included nation-wide magazine advertising inserts (FSI), Point-of-Sale displays, and promotions at veterinary offices and grooming shops.

Milk-Bone event set-up

pierce promotions & event management is a top-ranked, national event marketing agency specializing in integrated, experiential marketing. pierce is owned by the publicly traded company, Omnicom Group, a global leader in advertising and marketing communications.

For additional company information, visit www.piercepromotions.com.

Milk-Bone is a trademark of Kraft Foods Global, Inc. (NYSE: KFT), a global leader in branded foods and beverages. Kraft Foods markets many of the world's leading food brands, including Kraft cheese, Maxwell House and Jacobs coffees, Nabisco cookies and crackers, Philadelphia cream cheese, Oscar Mayer meats, POST cereals and Milka chocolates, in more than 150 countries.

For more about Milk-Bone, visit www.milkbone.com or learn more about Kraft Foods Global, Inc. by visiting www.kraft.com.

Paul Muir is vice-president of marketing at Mobilexhibit.

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