It’s not every day that a dog turns 60! So as Sparky the Fire Dog®, official mascot of the National Fire Protection Association (NFPA), approached his 60th anniversary, all hands (and paws) were on deck for a year-long celebration.
Sparky Online - CooperKatz helped develop content for all birthday-related assets, including Sparky’s very own Facebook page and the website Sparky.org, a hub for educational games and downloadable toolkits for children and their families.
“Voice of Sparky” Social / PR Contest Program - The team then launched a social media contest among firefighters and public educators to become the “Voice of Sparky,” urging them to submit videos of their very best Sparky impersonation. Video submissions were followed by a lively round of online voting to select the winner. Our new voice of Sparky, a former radio announcer, took part in media outreach for Fire Prevention Week – including (aptly) a radio media tour.
Advertising Week Walk of Fame - As a part of the lead-up to Fire Prevention Week, CooperKatz secured a high-profile spot for Sparky in the Advertising Week “Walk of Fame.” The live character of Sparky drew fans as he paraded down Madison Avenue in New York City alongside some of the country’s most famous and iconic brand mascots.
Throughout the course of the campaign, CooperKatz tripled media coverage and helped to significantly expand Sparky’s social engagement – including growing “likes” on Sparky’s Facebook page by 184 percent. Media coverage highlights included USAToday.com, New York Times, Newsday, Parents and PR Week, among others.