Random idea — while writing in a coffee shop just now, I watched as a guy, one in much better shape than his dog, as he pulled his portly pooch down the promenade.
I thought of those healthy pet food commercials Purina does and about social gestures around health. (Among the most common check-in’s on Foursquare are at the gym.) The idea would be to tie a simple mobile app to an awareness campaign for an organization like the American Kennel Club or similar.
Pet owners would download the “Healthy Dog” app onto their phone where they would connect to Facebook one time. Now, each and every time you took your furry friend out for a run or to play fetch at the park, you would simply take a picture and with the press of a button, send it to be aggregated on a website with your Facebook supplied profile. For every submission, Purina or another sponsor would donate a $1 or a bowl of food. Something to that affect. The gesture would get posted to the pet owners Facebook wall as well, making for a long-tail viral campaign complete with an abundance of media created around healthy, happy pups.
Just a thought. Give me a shout on it if you want to execute.