Smucker's Milk-Bone: Chewpons
On screen: A white bull terrier is excitedly turning circles beside a ripped apart couch, the floor is covered in shredded foam. The dog has destroyed the couch.
Audio from owner of dog: What did you do? What? Oh my God!
Voice over: Dogs love to chew
On screen: The screen splits, a dog is chewing a ladies high heeled shoe, another dog is ripping up a cushion.
Music: "Who let the dogs out" starts playing in the background
Voice over: Its what they do, dog parents hate this.
On screen: The screen splits into 4 screens of dogs destroying things, and then splits again into 9 screens, showing different breeds of dogs in their homes destroying their owners things
Voice over: So Milkbone decided to turn bad dog behaviour into good deals.
On screen: The screen cuts away to show a chewed rug, then a half eaten guitar, and then chewed masking tape.
On screen: Cut away to show a red screen with the Milkbone logo above the work Chewpons.
Voice over: With Milkbone Chewpons.
On screen: a phone slides up from the bottom of the screen, showing a social media message for Milkbone.
Voice over: People would DM a picture of dog chewed stuff to Milkbone
On screen: a picture of chewed remote appears, then a chewed sock, then shredded home work.
Voice over: And the sock, homework, or what ever this is
On screen: a picture of a unrecognizable, chewed up pink pineapple shaped object appears.
Voice over: was instantly turned into a digital coupon.
On screen: The picture is now on a red background with a dotted line around it with the word Chewpon above it.
Voice over: AKA a Chewpon.
On screen: The phone disappears and multiple Chewpons fill the screen as a grid.
Voice over: Its a couponing program entirely on social media which made it very shareable.
On screen: pan out to reveal rows and rows of Chewpons, social media messages appear on the screen
Voice over: Everything people submitted was turned into social content to tell more people about the campaign
On screen: zoom into one Chewpon with a chewed up passport in it.
Voice over: They were redeemed online or at brick and mortar stores that carry Milkbone treats.
On Screen: retail store names appear: Walmart, Petsmart, metro, no frills, Sobeys, IGA, Foodland, Real Canadian Super store, Loblaws, Rexall
Voice over: The chewed up stuff also turned into other ads.
On screen: a magazine with the Chewpon appears, and cycles through billboards, transit ads and newspapers
Voice over: And our Chewpons, people ate them up.
On screen: Articles about the Chewpons campaign form a grid on the screen, overlayed by a red semi opaque slate, with the words in white san serif font:" Milk-bone's most talked about social media campaign ever"
Voice over: With a limited budget of $10,000, it was Milkbone's most talked about social campaign ever.
On screen: on the red overlay the words: "7600% increase in Facebook reach"
Voice over: And their pages became the go to spot for chewed up stuff.
On Screen: on the red overlay the words: "215% increase in Facebook visits"
Voice over: That’s how Milkbone did a new trick.
On screen: on the red overlay the words: "132% increase in Instagram followers"
Voice over: Giving dogs something better to on. One Chewpon at a time
On screen: Cut to chewed up toys, that is then replaced by a Milkbone biscuit
On screen: Cut to Milkbone logo
On screen: cut to golden retriever receiving a Milkbone treat
Owners voice: Finally....
On Screen: The dog takes the treat in their mouth
Owners voice: Good boyyyy