Schmackos asks ‘Where’s Roger?’ in new multi-channel campaign via SapientNitro, Melbourne

Schmackos has launched a new multi-channel campaign based on a nationwide search for missing dog, Roger – star of the brand’s television commercials and beloved pet of dog devotee, Dorothy. The interactive competition based campaign, created by SapientNitro Melbourne, has seen more than 15,000 power poles across the country flagged with ‘lost dog’ posters offering a $250,000 reward for the return of Roger, who went missing after a trip to the Schmackoville Schupermarket.

A ‘search party’ website has been created at www.wheresroger.com.aufrom which customers can register with a Schmackos Popcorn or Strapzproduct barcode to follow a series of clues posted weekly for eightweeks.  Each clue will lead people one paw print closer to correctlyguessing the location of Roger. The competition’s major prize winnerwill receive $250,000 Schmackeroos.

Says SapientNitro Melbournemanaging director, Sean Hanneberry: “This is a very exciting campaignfor Schmackos and SapientNitro. We started with a really strong ideawhich we were given the freedom to amplify across a whole range ofchannels. It’s a new direction for the brand that represents a muchricher and immersive experience for the Schmackos consumer.”

Thecampaign, which runs until mid July, includes above the line promotionvia outdoor, print, radio, point of sale, and television, together withsocial media components via a ‘lost dog’ Facebook Page and Dorothy’sTwitter profile.