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
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