Pets At Home Celebrates Halloween With Spooky Sweepstakes Exclusive To VIP’s

Jessica Williams Retail

To kick off the month of Halloween, Pets at Home has launched a spooky, Halloween-inspired sweepstakes; VIP Spooky Paws. Exclusively promoted through direct mail to its VIP members, participants could share their spooktacular pet pics through social media or directly through the sweepstakes form in return for the chance to win £50 worth of Pets at Home vouchers.

Campaign Objectives:

  • Drive multi-channel engagement to maximize campaign reach
  • Collect fun, halloween-inspired pet photos to repurpose in future marketing efforts
  • Boost loyalty amongst consumers and reward loyal VIP cardholders

Sweepstakes Solution

Regularly keeping its VIP members in-the-know with exclusive offers, vouchers and top tips for keeping pets safe, Pets at Home has included a spooky-surprise in its most recent issue sent by direct mail. This month, Pets at Home has sent its loyal customers a Halloween-inspired brochure, including an invitation to get involved in its latest Halloween competition in return for the chance to win £50 worth of Pets at Home vouchers.

Complete with a special witch’s hat cut-out, the issue encourages participants can snap a photo of their pet wearing the hat and share their photo for a chance to win. To maximize participation, pet-owners can submit their entry through any of three different routes; Twitter, Instagram or directly through the form link provided. To enter through social media, participants are simply required to upload their image using the dedicated hashtag #VIPSpookyPaws, whilst also tagging @PetsAtHome for Twitter and @PetsAtHomeUK for Instagram. To drive first-party data, submissions through the sweepstakes form required participants to submit personal details on behalf of them and their pet.

After submitting the form, all entries are then enrolled into the draw for the chance to win a £50 voucher to spend in Pets At Home. Whether it be to stock up on pet food and treats, or to purchase a new comfy pet bed, the giveaway makes the perfect way to boost loyalty amongst customers and reward loyal VIP members.

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