SEATTLE: Dogpile.com has launched a campaign to raise money for the Humane Society of the US' Rural Area Veterinary Services program (RAVS) by asking millionaire Maltese Trouble Helmsley to lend a paw.
Led by Dogpile's animated mascot Arfie - and PR partner Weber Shandwick Seattle - the InfoSpace-owned search engine will donate $1 to RAVS for every pet whose owner signs an online appeal, said Scot French, InfoSpace director of marketing. For each dollar, Dogpile is asking Trouble, the canine hotel "heiress," to match funds up to $25,000.
As of last week, there was "still no word from Trouble" or her family's publicist, Howard Rubenstein, French said.
Campaign components include "correspondence" from Arfie to Trouble, outreach to reporters, and doggie-swag giveaways on radio stations. "Spurring viral word of mouth through pet blogs," including Dogster.com, was a primary objective, as well, said Amy Gallagher, WS VP.
Gallagher said one campaign goal is to drive pet lovers to its http://www.supportarfie.com/ petition.
The effort provides "a great opportunity" for Dogpile to differentiate its brand in a fun way, French noted. Dogpile will continue the campaign through October.