Objective: Launch a pet industry changing 1-hr delivery service, and maximize all media and social opportunities. The goal was to be first, and to counteract the online delivery services of competitors like Amazon. We developed PetcoNow within weeks, launched it officially at the Bloomberg Tech Conference in 2015, and blew it up through a stunt, paid, and earned media, all resulting in substantial social media buzz. At the Bloomberg Tech Conference featuring the CEOs of Petco and Instacart, the host (without warning) was asked to use the PetcoNow app to order product for his dog. In less than an hour it was delivered to a standing ovation, before the panel had ended. The anticipation and delivery created dozens of social media posts from attendees. We created a social friendly shareable video for Vine, Instagram, Twitter and Facebook that collectively received over 20,000 views within the first 24 hrs. This, along with buzz from paid media launched the same day, including vehicle fleets and outdoor in the launch cities, generated tens of thousands of dollars in earned PR and media impressions. Today PetcoNow's service extends to most major cities and continues to grow.