This innovative fundraiser for the BC and Ontario Societies for the Prevention of Cruelty to Animals created a fictional pet, ‘Cupcake’, then had it go missing. Posters, flyers, milk cartons, and digital ads leveraged National Cupcake Day, asking people to make cupcakes in support of the charity. The tasty results? Nearly $500,000 raised in one day, and a whopping 36,000 Facebook ‘Likes’, 26,800 Twitter Followers, and 4.5 million media impressions thanks to the press. It looks like Cupcake was found.