Dog lovers who sign up and commit to get outdoors on the big day will see an up-to-the-minute tracker that streams a live count of the number of dogs walking across the country. Those who join on Subaru's Facebook page can also submit a picture and story of their dog for Subaru's Facebook page. Instead of advertising during the Bowl game, Subaru is instead advertising during and sponsoring Animal Planet's "Puppy Bowl VII."
Subaru says two-thirds of owners are also pet owners. The automaker will send free MVP doggy gift packs to those who pledged to walk their dog on Feb. 6, while supplies last. They include Subaru-branded water bowls, Frisbees, plush stuffed animals, blankets, and engraved dog tags.
The 2011 campaign also features new commercial spots - viewable on Subaru.com and on Subaru's YouTube Channel - where consumers can see two dogs, Olive and Zelda, driving around in the snow.