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Fido begins Casting Call contest

Rogers Communications has begun a campaign for its Fido cellular telephone service called the "Fido Casting Call." The initiative takes the form of a contest aimed at dog owners to find a dog to appear in future advertising. Dog owners can enter online through the brand's Facebook page or in-person at a series of six events that will take place between now and Nov. 17. Events will take place in Vancouver, Calgary, Regina, Winnipeg, Toronto and Montreal. Visitors to the website <> will vote on the entries. For each vote, Fido will donate one dollar to Lions Foundation of Canada Dog Guides, up to a maximum of $200,000, which will be used to train and place 10 dog guides for Canadians with disabilities. The winning dog and its owner will receive a trip to Montreal for a spa treatment and photo shoot, along with an LG Optimus 2X phone and a customized dog collar. The contest is being supported with video, print, digital and in-store advertising developed by Bos of Montreal. The campaign will run until Nov. 28. "People are passionate about their pets and we want to give Fido fans a fun and unique opportunity to make their dog a star," said Steven Sarfin, senior marketing director at Fido. "We also want to encourage Canadians to unleash their votes to help make a difference in our community. Our partnership with Dog Guides Canada will support this great organization's efforts in enriching the lives of Canadians with disabilities."

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