No one wants to get a ton of ads and emails the week of Thanksgiving — unless they’re from totally unhinged dogs asking wild questions. When our creative team was tasked with creating a “dog takeover” campaign for Black Friday, we actually tried to imagine how dogs would run things if they were in charge. The results was a “sniff test” customers had to pass to prove that they’re true dog people and not posers just looking for a discount.

Every email and ad teased our our Sniff Test questions then drove prospective customers to our subscription sign-up funnel, which had been rewritten as a fun Buzzfeed-style quiz for the occasion. By answering questions to determine if they were a “Good Human”, they automatically got their discount.