reporter: fallon instagramed a selfie after ethan pierced fallon s ear, really. dallas pets alive mutt bomb fallon with ethan wearing his own photo shop earring and the caption dude check us out we re like fluffy piercing bros, i m ethan and mutt bombing you in hopes of finding a home. so far no word from jimmy fallon. reporter: but he attracted two applicants who wanted to adopt him. it s not just stars, john berger instagram this selfie on horseback. in a couple of days it came back. the dog is named royce and john said he can t adopt a pet right now he loves the way they are using social media. get tired of the thousands of sad pictures of dogs in kennels.
doing it this way makes it cute and makes it funny. reporter: the idea isn t so much for the person who gets mutt bombed, necessarily adopt a pet but rather for the photo be shared, to spread the word from a dog reflected in sunglasses to a pup doing the doggie paddle under water, dallas pets alive says mutt bombing increased their web traffic 700% the first week. and they soon had ten applications for adoptions. photo bomb this, why don t you? ethan answered with a question, does cnn stand in for canine news network? ethan isn t just a looker. he s a licker. reporter: jeanne moos, cnn, new york. not just a looker, he s a licker. cnn has gone to the dogs. good use of that one. coming up on new day giving hope to young minorities. a new initiative from president obama to help minority boys.
great song. welcome back to new day, everyone. get ready for the latest internet craze. you take all those selfies, add in a pup that needs a good home and you have mutt bombing. reporter: introducing ethan the poster boy for mutt bombing. it s been great. reporter: it s a new way to get people to adopt pets. marketing agency working with the none profit dallas pets alive is selecting fun selfies from instagram and photo shopping in dogs that need homes. they really started getting attention when they mutt bombed celebrities ranging from kim kardashian to miley cyrus to morning talk show co-host kathy lee and hoda. but so far ethan is the star. he mutt bombed jimmy fallon.