Universal Pictures and Seven West Media are giving pet lovers the chance to see their pet immortalised on the big screen.
The campaign promotes The Secret Life of Pets with user-generated content. It encourages animal lovers everywhere to snap a picture of their furry friend and upload it to social media using the hashtag #secretlifeofmypet.
The best post will be judged on Channel Seven’s Sunrise, and the winning furry friend will make a cameo in the upcoming animated film.
Since its launch, #secretlifeofmypet has garnered more than 2500 posts on Instagram of sausage dogs, cats dressed as police and an upside down parrot. 
The campaign is the brainchild of Universal Studios, who leveraged content agency Now We Collide and UGC startup ShareRoot’s technology to maximise social sharing across Twitter and Instagram.
ShareRoot CEO Noah Abelson referred to the campaign was a “watershed moment” for UGC marketing.
Universal Pictures marketing director Suzanne Stretton-Brown says: “This promotion taps into Australia’s love of pets and massive interest in pet content. The promotion is designed to capture the natural behaviour of a pet owner who simply cannot resist sharing home snaps and videos of their furry companions.”
You can also enter your pet through the dedicated website.
Credits:
Channel Seven (Major Media Partner)
Now We Collide & ShareRoot (Technology Partners)
Mediacom (Media Agency)
