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Fido conducts second Casting Call contest

Toronto-based mobile communications provider Fido will begin a contest promotion called the "Fido Casting Call 2" on Aug. 13. The first iteration of the promotion took place last fall. The contest, aimed at dog owners, seeks to find a dog to appear in future advertising for the brand. Consumers can enter by submitting a photograph of their dog online at <>. Visitors to the site will vote on the pictures until Sept. 10 to determine a winner. In addition to appearing in an upcoming Fido print ad, the winning dog and its owner will receive a prize package consisting of spa treatments, a professional photo shoot, travel and hotel expenses, $1,000 in cash, an LG Optimus L7 smartphone and a medal engraved with the dog's name. In addition, for each vote cast, Fido will donate one dollar to the Lions Foundation of Canada Dog Guides. "We were very impressed by the enthusiasm Fido Casting Call participants and voters showed us last year, and we're excited to see dog owners across the country embrace the contest again this summer," said Steven Sarfin, senior marketing director at Fido. "Through Fido Casting Call 2, we want to demonstrate how dogs are enriching the lives of Canadians in many different ways, while showing our commitment to improving the lives of those with disabilities through our partnership with Dog Guides Canada." Fido is promoting the contest with social media advertising on Facebook and YouTube. The creative was developed by DentsuBos of Montreal, with media buying by OMD. Also, the company will conduct six dog grooming events in parks in Vancouver, Calgary, Winnipeg, Toronto, Ottawa and Montreal. These events will be managed by Mosaic. The contest website was developed by Akufen. Fido is a division of Rogers Communications.

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