Petco Howloween : Store Event + Social Media Promotions

Objective: Promote awareness and sales of pet costumes and in-store pet costume events. We created a "Make a Scene" contest each year for several years with contests ranging from $5,000-$25,000. The idea was to promote UGC of parents putting their pets in unique scenes using costumes purchased at Petco. We created unique videos each year, and in one year an actual short film featuring kids and pets, and used social media and Pals Rewards email to build awareness through a shareable teaser trailer to the short film. Creative below represents several years/variations of the program. The program resulted in several hundred thousand views per year, several thousand entrants, and crowded events at most Petco stores for their local Halloween costume contests.