DogTime Media, Frontline partner on social solution

Once in the app, consumers can sign up for an application by sharing their zip code. From there, they are empowered to select a dog in need, help a friend's dog or sponsor their own adoptable dog. The app can be shared on profile pages and then sent to Friend's List. Consumers earn points each time they invite someone else to join the cause. Points are accumulated and can then be turned into donations to help dogs in need.

DogTime will also syndicate articles on the program across the sites in its network and invite others to write about the program to help the six to eight million dogs who are placed in shelters each year; up to half of those admitted to a shelter are euthanized.

Through the viral effort, the brands could see a big bump in brand recognition as well as an increased ROI for the campaign. Animal lovers, like the dogs and cats they love, are considered to be quite brand loyal. Many stick with the same food, toy and store brands throughout the lifetime of their pet, making them a market that most brands need in their stable.

Tags: DogTime Media, Frontline, social marketing, social networking, viral marketing