Objective: Create broad awareness and engagement through user generated content, to help Petco launch it's new WholePets pet health positioning — to care for your pets complete physical, mental, social and emotional health. We created a social media driven contest "Be a Great One," and promoted it in social media, online, at events, at Petco Park, through our Pals Rewards membership direct marketing, and in-store. The contest was entered exclusively through a Facebook app and asked people to enter why they think they are a great pet parent through an essay with photo or video entry. Many of the entries were extremely impressive and took substantial time to create — generating the desired increased impressions and sharing from the UGC. Some of the finalists were viewed tens of thousands of times. Finalists were selected each month, and the winner received $50,000 for themselves and $50,000 to a rescue organization. We received nearly 4,000 entries and over 100,000 unique page views, a quarter of which came from mobile.