The secret is out: The global marketers attached to the animated film, The Secret Life of Pets, are sitting pretty after an opening weekend that saw the film pull in $103.2 million.
Global customer engagement never got so good for the following brands:
McDonald’s
The Secret Life of Pets will take over McDonald's restaurants worldwide with two custom animated television spots and an awesome Happy Meal campaign, including The Secret Life of Pets plush premiums and fun in-restaurant décor globally.
Chrysler
NBC’s Seth Meyers and his dog Frisbee are featured in the multi-platform campaign for the All-New 2017 Chrysler Pacifica. Additional celebrities, including Nick Cannon, take the wheel with their dogs in a series of humorous spots featuring scenes from The Secret Life of Pets.
General Mills
General Mills will execute a promotional campaign around the film by featuring characters on boxes of select Big G cereals. TV and digital advertising as well as in-pack premiums will be featured for this campaign.
Mott’s
The Secret Life of Pets-themed Mott's Applesauce and Juice packages, featuring Max, Duke and the rest of the film's furry friends, will be released on store shelves this summer. Mott's will also support the film with a free child's ticket offer through Fandango.com.
PetSmart
As the exclusive pet-specialty retailer for The Secret Life of Pets, PetSmart is executing a “store-takeover” campaign featuring the film’s lovable characters in more than 1,400 stores throughout North America as well as on petsmart.com and other digital platforms. The Secret Life of Pets campaign includes advertising that features custom-to-PetSmart animation and assets across television, print and digital, as well as social engagement programs.
GoPro
Some of GoPro’s most engaging content is when the camera is in the right paws, claws, or even wings. Marking its first-ever animated film partnership, GoPro will debut an immersive two-minute custom animated short co-created with Illumination Entertainment and featuring The Secret Life of Pets imitating the most extreme real-life adventures. The content will be distributed on GoPro's social media channels and established community of influencers. GoPro cameras will also be provided to local television on-air talent to produce stories starring their pets.
Realtor.com
Realtor.com, which is partnering for the first time with a studio and feature film, debuted a television advertising campaign featuring real four-legged family members imitating the adorable characters from The Secret Life of Pets. The campaign included a user-generated content competition inspired by The Secret Life of Pets trailer asking consumers to recreate scenes from the trailer using their own pets. The UGC version of the trailer can be viewed now.
Bazooka Candy Brands
Bazooka Candy Brands International, a division of The Topps Company, Inc., is partnering with The Secret Life of Petsinternationally with their iconic brands Push Pop®, Juicy Drop Pop®, MegaMouth®, Big Baby Pop®, and Ring Pop®. The partnership brings the Pets characters to life through millions of fun, film-themed packaging and POS displays available at retailers, including Mass, Grocery, Drug, and Convenience stores, across Europe, the Middle East, Korea, Japan, andLatin America. In addition, the program includes integrated marketing campaigns in local markets.
Petcube
Petcube answers the question about what pets do when their owners are away with this clever film partnership acrossEurope and Asia Pacific that highlights their innovative pet camera and app. The promotion is supported by TV, radio, paid retail advertising, print, digital, co-branded packaging, in-store exposure, and a significant social media footprint.
Healthy Paws Pet Insurance
Healthy Paws Pet Insurance, LLC, an Aon company, the No. 1 customer-rated provider of health insurance for dogs and cats in the U.S., will run a media campaign featuring a series of engaging quizzes and fun facts that highlight pet parenting style and the human-like qualities of our pets.
Sky
Sky, Europe’s leading entertainment company has teamed up with The Secret Life of Pets to create custom animated TV adverts for their latest campaign promoting Sky Broadband and the Sky Switch Squad. The adverts convey the misfortunes that can arise from unreliable broadband, just as the pets are relying on the internet for their everyday entertainment. The campaign will also feature on cinema, radio, digital platforms, press and on out-of-home media across Britain.
Comcast
Wonder what your pets do all day? Well, Comcast may just have the answer with its integrated marketing campaign for their Xfinity Home product. The campaign features a custom animated TV spot that demonstrates the home security and automation capabilities of their product as well as giving us a glimpse into the secret lives of our pets.
In addition to its Xfinity Home campaign, Comcast has also developed an additional custom animated TV spot highlighting their X1 Voice Remote capabilities.
What’s more, The Secret Life of Pet’ robust, multi-faceted licensing and merchandising campaign includes global master toy licensee, Spin Master and exclusive pet product retail partner, PetSmart, along with a roster of best-in-class licensees reaching across multiple categories from interactive and video games, to children’s books, apparel and accessories, consumer electronics, housewares and stationery.
Comedy superstars Louis C.K., Eric Stonestreet, and Kevin Hart make their animated feature-film debuts in The Secret Life of Pets, which co-stars Jenny Slate, Ellie Kemper, Lake Bell, Dana Carvey, Hannibal Buress, Bobby Moynihan, Steve Coogan, and Albert Brooks.