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101 Dalmatians - "101 Dalmatians DVD Release " - True North Inc.

  • 101 Dalmatians DVD Release
  • 101 Dalmatians
  • Walt Disney Studios Home Entertainment
  • True North Inc.
  • United States
  • Puppify Yourself
Product CategoryRecords, CDs, DVDs & Videos
Date of First Broadcast/PublicationMarch 4, 2008
Media TypeInternet Ad / Banner
Awards International ECHO Awards Competition, 2008 (ECHO Leader Award) for Publishing/Entertainment
Creative Director Derek Little
Art Director Bart Henderson
Chief Creative Officer Tom Goosmann
“Puppify Yourself”

Story

Walt Disney's original classic 101 DALMATIANS was coming out of the Disney vault and into the hearts and homes of Disney fans. The success of any new DVD release is measured by day one sales. The solution was to create an innovative and fun online ad that would bring kids and parents into the story and expand the audience beyond 101 DALMATIAN fans. So we built an app within the ad-a cool bonus feature that allowed fans to "puppify" themselves and get their spots just like the 99 Dalmatian puppies did in the beloved animated movie. 

The app code was portable, and could be placed on your MySpace page. The photos could be shared on a number of social networks. 

During the campaign's lifespan, the "Puppify Yourself" app was viewed and interacted with over 220,000 times by 130,000 unique visitors. Over 9,000 fan photos were "puppified" helping the ad win a Direct Marketing Association ECHO Award. 

Result

During the campaign's lifespan, the "Puppify Yourself" app was viewed and interacted with over 220,000 times by 130,000 unique visitors. Over 9,000 fan photos were "puppified" helping the ad win a Direct Marketing Association ECHO Award.