Facebook was chosen as the platform for Play Fetch to allow dog lovers from all across the country to interact live with the shelter dogs.

The “Play Fetch” application enabled facebook fans to activate a ball machine with just the click of a button. The machine threw a ball to a real shelter dog in real time while the user watched via a live video feed.

Each player controlled one of three ball-throwing machines for 45-seconds, and every time a new ball was thrown, Eukanuba donated five bowls of food to the shelter.

Users engaged with our Facebook page for an average of 10 minutes (5x longer than the Facebook norm).

The campaign reached 1.2 million Facebook users.

Free print and TV coverage reached one in five Australians.

Eukanuba’s Facebook page enjoyed 578% growth in weekly new fans.

Eukanuba donated 29,000 bowls of dog food - enough to feed the shelter dogs for a whole year.

All 66 Play Fetch dogs were adopted after the seven day campaign along with 42 cats.

All with a media spend of US$5,500.