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.
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.
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.
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