Company: Twentieth Century Fox

Program Types: Consumer

Program Details: 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.

Objective: The objective of this media mailing was to generate press interest and publicity for the 1998 summer movie release, There’s Something About Mary.

Sponsor Assocication: PPAI

Results: Twentieth Century Fox’s publicity department received an 80 percent inquiry ratio asking for additional information about the movie -- and requesting additional “Puffy” dogs.