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
#SECRETLIFEOFMYPET Competition After being selected in the TOP 5 out of 10,000 entries it was put to the public to decide Final results are in …… Joey wasn’t successful But being selected in the top 5 was more than enough for me I let the stress of maybe having to appear on sunrise get the better of me lol So a BIG congratulations to the winner @facebeak who will be animated in the 2nd movie We knew you were our competition our pets bring us so much Joy don’t they & yours is amazing it was a real shame people had to be nasty about my Joey a cat??? Really anyways I guess that’s the price you pay when you have a famous amazing Cat like my Joey Thanks to everyone that voted & even shared it means a lot to me thanks you @sunriseon7 for holding a fun Comp for us to enter #sun7 & we now look forward to our top 5 finalist prize pack from @universalpicsau Well done Joey LONG POST well it’s been an exciting time & it’s all over now but I’m sure there will be others comps & I will hassle you again to vote
A photo posted by Jennifer Stewart (@my_furry_babies) on
One of the top ﬁve: Sunny the Poodle
A video posted by Reegan (@rbeva) on
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