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There's Something About Mary
Targeting 600 press, film critics, and journalists, Twentieth Century Fox decided that distributing a replica “Puffy” the dog -- one of the stars of its movie "There’s Something About Mary" -- would definitely be an attention grabber. Each 10-inch 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 advertising that supported the campaign.