Shopper Marketing - September 2016 - 24


PROGRAMS

PetSmart Leverages
'Secret Life' Movie

Early access to Universal Pictures' content spurs collaboration
for integrated campaign
By Samantha Nelson

PhoEnix - More than a year ago, Universal
Pictures reached out to PetSmart looking to
partner on promoting an upcoming movie:
"The Secret Life of Pets." "We got early access
to the film's content and we were enchanted
and tremendously excited about what we
saw and just knew the film was going to be
very popular and engaging for our customers," says PetSmart chief customer experience
officer Eran Cohen.
Through a co-marketing initiative between
PetSmart and Universal, PetSmart worked
with the filmmakers to develop an exclusive
collection of 20 SKUs comprising toys, apparel, pet beds and collars depicting characters from the film. They also created a themed
bandana to give away as part of a "The Secret
Life of Pets" grooming package.
The retailer began promoting the partnership well ahead of the Illumination Entertainment and Universal Pictures film's July 8
theatrical release, teasing that a new movie
line would be coming to
PetSmart with February
social media updates.
Activity ramped up in
May, when images of
24

y SHOPPER MARKETING SEPTEMBER 2016

PetSmart used characters
from "The Secret Life of
Pets" in stores as well as
in TV spots (bottom left).



Table of Contents for the Digital Edition of Shopper Marketing - September 2016

Contents
Shopper Marketing - September 2016 - Intro
Shopper Marketing - September 2016 - 1
Shopper Marketing - September 2016 - 2
Shopper Marketing - September 2016 - 3
Shopper Marketing - September 2016 - Contents
Shopper Marketing - September 2016 - 5
Shopper Marketing - September 2016 - 6
Shopper Marketing - September 2016 - 7
Shopper Marketing - September 2016 - 8
Shopper Marketing - September 2016 - 9
Shopper Marketing - September 2016 - 10
Shopper Marketing - September 2016 - 11
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Shopper Marketing - September 2016 - 13
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Shopper Marketing - September 2016 - 17
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Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
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Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
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Shopper Marketing - September 2016 - 27
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Shopper Marketing - September 2016 - 116
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Shopper Marketing - September 2016 - 118
Shopper Marketing - September 2016 - 119
Shopper Marketing - September 2016 - 120
Shopper Marketing - September 2016 - 121
Shopper Marketing - September 2016 - 122
Shopper Marketing - September 2016 - 123
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Shopper Marketing - September 2016 - 125
Shopper Marketing - September 2016 - 126
Shopper Marketing - September 2016 - 127
Shopper Marketing - September 2016 - 128
Shopper Marketing - September 2016 - 129
Shopper Marketing - September 2016 - 130
Shopper Marketing - September 2016 - 131
Shopper Marketing - September 2016 - 132
Shopper Marketing - September 2016 - 133
Shopper Marketing - September 2016 - 134
Shopper Marketing - September 2016 - 135
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Shopper Marketing - September 2016 - 137
Shopper Marketing - September 2016 - 138
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Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
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