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).