Shopper Marketing - September 2016 - 28


PROGRAMS

treats, "The Secret Life of Pets" line and a mix
of other items from brands including private
label Grreat Choice, Solvit Products, Central
Garden & Pet Co.'s Nylabone, Rolf C. Hagen's Catit, J.M. Smucker Co./Big Heart Pet
Brands' Dick Van Patten's Natural Balance and
Vitacraft Sunseed. The showcase also hosted bios of the characters, a film trailer, instruc-

tions for making frozen treats using Milk-Bone
and a quiz to determine which character a
shopper's pet has the most in common with.
PetSmart also ran a pair of "The Secret
Life of Pets" in-store events. On June 25, the
first 100 kids to attend received a free movie
poster and treat samples. On July 23, shoppers visited 10 different stations throughout
the store following clues and a map to find
a film character. The first 30 kids to complete
the scavenger hunt won a prize. A-boards in
stores, email blasts, a home page display ad
on PetSmart.com, circular features and social
media updates supported the effort.
"We have done movie tie-in programs before, but never to this depth and across all
our channels from exclusive products and
28

y SHOPPER MARKETING SEPTEMBER 2016

tailored services to in-store, TV, digital and
social," Cohen says. "We leveraged our past
learnings for the development of this close
collaboration and integrated campaign."
Cohen says the primary goal of the campaign was to generate "excitement and customer engagement in our stores and across
all our channels." Another way the campaign
did that was
through a "Funniest Pet Secret"
contest. Consumers entered
from June 6-23
by uploading a
10- to 30-second
video showing
their pet's secret
on YouTube and
sharing it on a
promotional
page within PetSmart.com. A panel of judges
chose 30 finalists to advance to a public voting
round from June 27 to July 5. Grand prize was
a $500 store gift card; 10 runners-up received
$250 cards. Facebook and Twitter updates
SM
supported the effort.

RETAILER: PetSmart
PARTNERS: Universal Pictures and Illumination Entertainment
ACTIVATION: Beginning with an exclusive collection of 20 SKUs, the integrated
campaign included TV spots, social media, in-store activity and events among
other activations.


http://www.PetSmart.com http://www.PetSmart.com

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
Shopper Marketing - September 2016 - 12
Shopper Marketing - September 2016 - 13
Shopper Marketing - September 2016 - 14
Shopper Marketing - September 2016 - 15
Shopper Marketing - September 2016 - 16
Shopper Marketing - September 2016 - 17
Shopper Marketing - September 2016 - 18
Shopper Marketing - September 2016 - 19
Shopper Marketing - September 2016 - 20
Shopper Marketing - September 2016 - 21
Shopper Marketing - September 2016 - 22
Shopper Marketing - September 2016 - 23
Shopper Marketing - September 2016 - 24
Shopper Marketing - September 2016 - 25
Shopper Marketing - September 2016 - 26
Shopper Marketing - September 2016 - 27
Shopper Marketing - September 2016 - 28
Shopper Marketing - September 2016 - 29
Shopper Marketing - September 2016 - 30
Shopper Marketing - September 2016 - 31
Shopper Marketing - September 2016 - 32
Shopper Marketing - September 2016 - 33
Shopper Marketing - September 2016 - 34
Shopper Marketing - September 2016 - 35
Shopper Marketing - September 2016 - 36
Shopper Marketing - September 2016 - 37
Shopper Marketing - September 2016 - 38
Shopper Marketing - September 2016 - 39
Shopper Marketing - September 2016 - 40
Shopper Marketing - September 2016 - 41
Shopper Marketing - September 2016 - 42
Shopper Marketing - September 2016 - 43
Shopper Marketing - September 2016 - 44
Shopper Marketing - September 2016 - 45
Shopper Marketing - September 2016 - 46
Shopper Marketing - September 2016 - 47
Shopper Marketing - September 2016 - 48
Shopper Marketing - September 2016 - 49
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Shopper Marketing - September 2016 - 55
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Shopper Marketing - September 2016 - 113
Shopper Marketing - September 2016 - 114
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Shopper Marketing - September 2016 - 116
Shopper Marketing - September 2016 - 117
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
Shopper Marketing - September 2016 - 124
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
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Shopper Marketing - September 2016 - 140
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Shopper Marketing - September 2016 - 148
Shopper Marketing - September 2016 - 149
Shopper Marketing - September 2016 - 150
Shopper Marketing - September 2016 - 151
Shopper Marketing - September 2016 - 152
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