Universal Pictures Australia and Channel 7 Sunrise have kicked off a massive four week promotional partnership 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 that Australia has a deep and abiding love for pets. More than 63 per cent of Australian households own a pet and more than 83 per cent of Australians have owned a pet at some point in their life*.
“This promotion taps into Australia’s love of pets and massive interest in pet content. The promotion is designed to capture the natural behaviour of a pet owner who simply cannot resist sharing home snaps and videos of their furry companions. If ever there was a prize exciting enough to engage pet lovers, we think this is it! The chance for one winner to see their loveable pet immortalised on the big screen,” said Universal Pictures Australia marketing director, Suzanne Stretton-Brown.
Working with video content agency Now We Collide and 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 at the dedicated website (www.secretlifeofmypet.com.au) or via social media 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 five entries as voted by Channel 7 Sunrise’s judging panel will go into a voting phase where Australia will vote for their favourite pet.
“The promotion has been designed to provide easy social media participation and allows people to discover, aggregate and proliferate their content online. Using the hashtag #secretlifeofmypet and the unique UGC aggregation technology provided by ShareRoot, the promotion has been created with a platform agnostic design to maximise engagement and sharing,” 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 a 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 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.
Channel Seven (Major Media Partner)
Now We Collide & ShareRoot (Technology Partners)
Mediacom (Media Agency)