Nickelodeon supported the episode with a month-long off-air marketing campaign including print, outdoor and consumer product partner support. Nickelodeon also launched an on-air sweepstakes called "Where's Gary". Every night for five days leading to the episode's premiere, Patchy the Pirate (a character portrayed as the president of the "SpongeBob SquarePants" Fan Club played by Tom Kenny), and other celebrity guests searched in various locations for Gary. By visiting Nick.com, the viewers could receive a "Trail of The Snail" tracking card to enter Patchy's search locations in order to win the sweepstakes. The prize was a trip to the Nickelodeon Animation Studios to meet the production team of the show and to sit in on a voice recording session with the series cast.