Merial, the maker of Frontline, a flea medication for dogs and cats, generated a record level of exposure for itself - as well as its cause - through a hybrid campaign that borrows from social media, online contests and social gaming. Six months ago it partnered with a pet vertical DogTime Media, to launch its Save a Dog Facebook application.  The point was to encourages pet enthusiasts on Facebook to virtually foster, donate, or participate in such promotions as the Doggie Makeover Sweepstakes - with the prizes including a year long supply of Frontline, $200 Muttropolis gift certificate, a $100 cash prize, and a $500 cash donation to the shelter or rescue of their choice.

The Save a Dog and Save a Cat applications awarded points to users - a la FarmVille and other social games - for "petting" and "walking" their fosters, and for inviting other Facebook users to co-foster an animal or to participate in a "play date". Other elements let users upload photos of their own dogs and cats, and vote to choose the Dog of the Week and Cat of the Week on Facebook. The campaign led to more than 3,147 million shelter animals that were virtually fostered. The point, at least from the perspective of the actual homeless animals, is that the campaign gave them exposure to potential adopters, the sponsors maintain.

The campaign is ongoing, with another 70,000 animals needing a virtual foster. Merial is introducing new tweaks to the campaign, such as awarding an additional 50 points to any Save a Dog user who watches a brief Frontline branded informational video or downloads a coupon built into the application.