In the run up to Christmas and to celebrate the Blu-ray, DVD and digital launch of The Secret Life of Pets, Slingshot has partnered with Westfield BrandSpace to give pet owners the chance to get a picture taken of their furry friends with Santa, whether they have been naughty or nice.
The Secret Life of Pets is an animated buddy adventure comedy film featuring Max, a spoiled and pampered terrier who enjoys a comfortable life in a New York building until his owner adopts Duke, an unruly mongrel who turns his life upside down.
But the pair of pooches have to join forces when they find out that a bunny named Snowball is building an army of abandoned pets to take revenge on all happy-owned pets and their owners.
To mark the launch on December 7, owners can take their pets to Westfield Warringah Mall in Sydney from December 8 through 11, and Westfield Fountain Gate in Melbourne from December 15 through 18, and get a picture taken with Santa on a specially created The Secret Life of Pets set. If they share their picture on The Viewing Lounge, Universal Sony’s Facebook page, they could win a $100 Westfield gift voucher.
Supporting the launch will be some of Australia’s most influential four-legged personalities after Slingshot partnered with influencer agency The Remarkables, who earlier this year established Australia’s first talent agency exclusively for pets.
Between them, cats Bacon Cup, and Annie Paddington and pooch, Life of Jinkee, have over 200,000 followers, and content featuring them will encourage pet owners to take and share pictures of their own pets being naughty or nice. 12 of the best pictures will then be selected to feature in a 2017 calendar.
The home entertainment launch will also include subscription TV, Outdoor and digital.
Millie Di Maio, business manager at Slingshot, said, “Our partnership with Westfield BrandSpace not only delivered a media first execution, but a chance to engage consumers and their furry friends with an activation that we believe is truly shareable.”
Cindy McCulloch, director of marketing & corporate strategy at Universal Sony said, “It’s exciting to deliver an innovative execution that really taps into people’s deep abiding love for their animals which is at the core of the film’s success.
“We’re confident the unique retail activation, and the campaign as a whole, will deliver great awareness in the run up to Christmas, while also celebrating the fun, adventurous nature of the film.”
The Secret Life of Pets Blu-ray, DVD and digital, featuring the voice talents of Louis C.K., Eric Stonestreet, Kevin Hart and Jenny Slate, is on sale.
Business Manager, Kaia Webber
Business Manager, Millie Di Maio
Senior Implementation Planner, Susan Axford
Strategy Executive, Queenie Ling
Group Sales Manager, Steven Tamvakellis,
Agency Sales Executive, Jordie Reid
Universal Sony Pictures Home Entertainment
Senior Product Manager – New Release, Clare Sweeney
Senior Marketing Manager New Release & Digital Marketing, Kate Whitley
Director of Marketing and Corporate Strategy, Cindy McCulloch