Propaganda style posters appear in-store, at malls, and around outdoor areas alerting people to the campaign and encouraging animal lovers to pick a side.
Passerby can use their phones to Shazaam the dog or cat icons to choose a side. Joining a team earns members a redeemable coupons at PetSmart stores.
On the Adopt-Off website, users will be able to view and share tweets, create their own propaganda poster, and upload a photo of their own pet to face off in a cuteness competition against an animal from the other team.
Come Adopt-Off weekend, the website will morph to feature a countdown tracking the number of pets adopted nationwide, with the winning side receiving 40% off supplies for either cats or dogs the following week.