Propaganda style posters appear in store, at malls, and around outdoor areas alerting people to the campaign and encouraging participation.
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.