Daily Scraps
- Brand
- Isle Of Dogs
- Year
- 2018
- Objective
- Awareness
- Industry
- Entertainment
- Mechanic
- Puzzle
- Platform
- Web
Objective
Fox Searchlight needed to keep Isle of Dogs in front of fans through the run-up to release — not just once, but day after day — and turn Wes Anderson's existing fanbase into a wider, more active audience ahead of the theatrical opening.
Solution
Each day for about two weeks, fans opened dailyscraps.dog on their phone right when the film's social accounts announced that day's dig was live. Tilting the phone shifted the view over stylised 3D piles of trash bags rendered in the film's look; tapping a bag opened it to reveal a scrap — a small stylised object from the film. A handful of bags each day hid something better: a 'Puppy Snap', which meant a real prop or piece of production merch would be mailed to whoever found it. The window stayed open for about an hour with only a limited number of Puppy Snaps up for grabs, so fans dug fast against the clock and each other; anyone who came up empty could simply return the next day and try again.
Results
Part of an Isle of Dogs social campaign that drew over 69 million impressions, more than 3 million engagements, and over 150,000 new fans across the film's social channels.
- 1
Fans learn through the film's social channels that a limited-time dig is opening — a countdown to a specific hour, repeating daily for about two weeks.
- 2
At the announced time, players open dailyscraps.dog on a phone: a mobile-first experience framed as digging through the trash of the film's Trash Island for a rare 'Puppy Snap'.
- 3
A pile of 3D garbage bags fills the screen in the film's stop-motion style; tilting the phone shifts the view via gyroscope-driven parallax, making the pile feel physically present.
- 4
The core loop is opening bags: the player picks one, it animates open with a stop-motion-style mix of popping and smooth movement, and reveals a stylised object from the film — usually an ordinary scrap, occasionally the rare Puppy Snap.
- 5
Finding a Puppy Snap wins a real-life reward: an actual prop from the film or branded merchandise is mailed to the player's door.
- 6
The session ends when the roughly hour-long window closes or the bags run out; players who find nothing return the next day for a fresh batch of Puppy Snaps, repeating daily for about two weeks.
