Secret Life of Pets Competition Immortalises An Aussie Pet On The Silver Screen
An Australian-first campaign that will lead to an Australian pet being immortalised on the silver screen generated over 60,000 unique visitors and 6200 Instagram posts entries in just two weeks.
The campaign, run by Universal Pictures International Australia, invited users to highlight their pet’s star qualities in film and post it on social media using the hashtag #secretlifeofmypet. It was run to promote their feature film, The Secret Life of Pets.
It was powered by Silicon Valley firm ShareRoot in partnership with Australian video content firm, NowWeCollide. It was also promoted across Network Seven.
In addition to the hashtagged posts, there were over 9600 additional video entries submitted to the competition. The top five entries amassed over 2500 votes each.
Vonnegut the Parrot, a ringneck parrot with over 23,000 followers on Instagram, ended up taking out the competition. The Parrot will feature in the planned sequel, The Secret Life of Pets 2. Police Cat Joey came in a close second.
“Our campaign with The Secret Life of Pets movie was a tremendous success,” ShareRoot CEO Noah Ableson said.
“This was our first UGC competition and also represented our first entry into the Australian entertainment space. The campaign demonstrated the value that our platform has for brands, and we look forward to powering further campaigns in the future.”
Top five entries
Three of the top five entries were uploaded to Instagram. The other two can be found on the competition landing page.
Winner: Vonnegut the Parrot
Runner-up: Police Cat Joey
One of the top five: Sunny the Poodle
A video posted by Reegan (@rbeva) on
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