There is, perhaps, no more emblematic image of the current iteration of our Digital Age than the selfie. A person stands either in front of a mirror or extends a smartphone at arm’s length, occasionally makes a duck-like face, and snaps away. The person then shares this idiotic image with his or her gaggle of followers.
There is nothing redeeming about this transaction. Unless, that is, you stick an adoptable pet in there.
And that’s exactly what Dallas Pets Alive!
is doing. The company has been working with an agency, Dieste, to take people’s selfies and Photoshop in a dog that’s up for adoption. They call it, appropriately enough, #muttbombing
It’s so simple. Take a selfie of a local or a celebrity from Instagram, insert a dog into the photo, give it a caption that is written from the dog’s point of view, and repost.
This is social media done right. Dallas Pets Ailve executive director Leslie Sans had this to say in a recent statement about the campaign: “When it comes to finding homes for shelter pets, you have to really get creative. So we’re trying to show a different side of our pets through a fun and virtual interaction.”
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At least one person who had a dog inserted into her photo responded with some confusion, responding “You could of [sic] at least tagged me,” but most seem to be good sports about it.
Check out some examples here.