#Superfan
PetSmart wanted to increase the emotional connection that Maple Leafs fans had with their brand. This campaign comprised an engaging contest in which participants entered a picture of their pet being a superfan of the Leafs, with a chance to have their pet featured on a TV-visible rink board. The contest was announced by Darcy Tucker on Breakfast Television, and two winners were featured as ‘Pet of the Month’ on the Leafs’ social media. A partnership with vendor Blue Buffalo helped them offset the cost of in-arena assets, alumni appearances at PetSmart stores and an in-retail contest.
THE PROBLEM
Few Maple Leafs fans had an emotional connection with Pet Smart.
THE ASK
Establish a compelling connection between Leafs fans and Pet Smart.
CREATIVE INSIGHT
Leafs fans show their passion by dressing their pets in team-themed gear, blending their love for hockey with their furry friends.
THE IDEA
Design a contest which compelled fans to upload pictures of their pets donning Leafs' gear.
The
Results
THE Results
This is the power
of partnerships
