#SecretLifeofMyPet Campaign Launches with Great Success

UNIVERSAL PICTURES AND CHANNEL 7 SUNRISE

GIVE ONE AUSSIE PET THE CHANCE TO APPEAR IN A GLOBAL ANIMATED FEATURE FILM!

Universal Pictures Australia and Channel 7 Sunrise have kicked off a massive 4 week promotion for the upcoming animated film THE SECRET LIFE OF PETS.

In a unique and unprecedented promotion, the pair has joined forces with the film’s production company Illumination Entertainment to exclusively give one Australian pet the chance to be animated and featured in THE SECRET LIFE OF PETS 2.

It’s no secret or surprise that Australia has a deep and abiding love for pets. More than 63% of Australian households own a pet and more than 83% of Australians have owned a pet at some point in their life*.

 “The promotion taps into Australia’s love of pets and extraordinary interest in pet content, both viewing and sharing. As a country of proud pet owners, we love showing off our furry companions. Now, thanks to The Secret Life of Pets, we’re giving owners the ultimate prize with the chance to immortalise their pet on the big screen,” says Universal Pictures Australia Marketing Director, Suzanne Stretton-Brown.

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Working with partner video content agency Now We Collide & UGC technology firm ShareRoot, the competition has been designed to maximise social sharing.

To win the money-can’t-buy prize, entrants are required to submit a photo or video showcasing their pet’s star quality. People can enter a video or photo of their pet at the dedicated website or via social with the hashtag #secretlifeofmypet on Instagram or Twitter.

The moderated submissions will be aggregated and then showcased in a gallery on the competition website.  The best 5 entries as voted by a Channel 7 Sunrise judging panel will go into a voting phase where Australia will vote for their favourite Australian pet.

We are set to receive a huge amount of UGC content through this campaign that will be used to extend and amplify the film release here in Australia. We’re expecting to see UGC video content drive a big proportion of entries. Says Now We Collides’ Head of Content Strategy Keir Maher. 

“This project is incredibly exciting as it’s one of the most unique and innovative uses of UGC we’ve ever seen. It’s watershed moment for UGC marketing,” CEO and co-founder of UGC marketing technology firm ShareRoot said.

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The Secret Life of Pets opens in Australian cinemas on September 8 but has already broken box office records around the world.  In the U.S, the film became the biggest opening ever for an original film, animated or otherwise.

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Entries for the SECRETLIFEOFMYPET competition close at midnight on Thursday September 1st. The Top 5 finalists will go into public voting from Monday September 5th where the pet with the most votes by midnight Friday September 9th will be awarded the major prize.

* (2013) Pet Ownership in Australia Summary, Animal Health Alliance

COLLABORTAING PARTNERS:

Channel Seven
Now We Collide
ShareRoot
Mediacom

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