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Del Monte Foods: Milkbone Dog Food

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“Make a Milkbone Moment” is a photo-contest site dedicated to celebrating Milkbone’s 100th anniversary. The contest seems simple: submit a photo with you and your dog and your dog could be the next Milkbone spokesdog, with an attractive $100,000 signing bonus. Entry for the contest was conducted both on the site, and through a mobile tour with an interactive kiosk to receive entries (and a photographer to take pictures of pet owners and their dogs). Currently 100 winners were selected by a panel of judges, and are now up for public voting on the site. It’s a very cute concept, but as an audience member the main problem I experienced was the barrier to participation: once I wanted to vote or share a picture, I was prompted to register for the site. Case Study