• Loading…

Throw Us A Bone

Award: Yellow Pencil

Yellow Pencil / Mobile Marketing / Mobile Marketing / 2009

In Australia, ‘throw us a bone’ means 'please help us'. We created our own entertaining content, Frankie the wonder dog, then pioneered a convergent technology platform that enabled people to interact in real-time with him. People ‘threw’ Frankie a bone via SMS and received an instant dog trick in return. Every bone thrown was a $5 donation. We achieved great results in just three days: 1327 bones thrown, 17.4 per cent of people threw twice or more, 25 per cent of dogs needing homes were adopted. We witnessed a 600 per cent increase in new volunteers and over $150,000 worth of free media was generated from Optus, Inspire, Fairfax, News Limited and JCDecaux

Register Now to
Keep Reading

Once registered you will have access to this article and all other features, access our archive and case studies, be able to submit your work to us and receive our newsletter if opted-in.

Register Now
Why Register? Swipe to hide

Why Am I Being Asked
to Register?

We'll ask you to provide a few details about yourself, your current role and what you do. We won't share your information with other parties and won't spam your mailbox.

This site contains over 50 years’ of award winning work, articles, interviews and case studies. Register to gain full access to everything.

Are you credited on this winning entry?

There's a Pencil with your name on it. Drop us your details for further information about how you can order your Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.

Please don't check this box.

We have placed cookies on your computer to help make this website better.
You can change your cookie settings at any time. Otherwise, we'll assume you're OK to continue.

Don't show this message again