Business-to-Business Programs—Less Than $10 Per Recipient

Company: 20th Century Fox

Program Types: Consumer

Program Details: Strategy & Execution: Targeting 600 press, film critics and journalists, Twentieth Century Fox decided that distributing a replica "Puffy" the dog, one of the stars of There's Something About Mary, would definitely be an attention grabber. Each 10" plush "Puffy" was individually wrapped to resemble the bandaged dog from the film. Sporting an aluminum dog tag with a nickel-plated bead chain, each dog was mailed inside a corrugated "dog cage" box. Media coverage including national print and television supported the campaign.

Objective: To generate press interest and publicity for the summer movie release, There's Something About Mary.

Results: Fox's publicity department received an 80% inquiry ratio asking about the movie and requesting additional "Puffy" dogs.