Pets on Parade

Littlest Pet Shop: Pets on Parade was a national promotion campaign that commenced as both an in-store event and online website. It was advertised in a number of mail campaigns, magazines, store websites, and the 2010 “My Collector Diary” sets in hopes to boost the company’s sales. The slogan that accompanied the event was, "Follow Your Pets to Fun!"
==Promotion==
====Online====
From February 1st to July of 2010, one could visit the LPS Pets on Parade website to create virtual parade floats, enter photo contests, play mini games, send cards to friends, and build their collection. Children were able to enter sweepstakes by purchasing LPS products and enter in the UPC codes; numerous prizes were granted to the winners. Downloadable rewards such as wallpapers were available during the campaign as well.
====In-Store====
Pets on Parade opened its in-store event on February 13, 2010 to 2,000 participating Walmart storesChief Marketer Staff. "The Littlest Pet Shop Pets on Parade: Pro Awards, Best Use of Games, Contest and Sweepstakes." Chief Marketer, 4 Aug 2011. https://www.chiefmarketer.com/the-littlest-pet-shop-pets-on-parade/Chief Marketer Staff. "Littlest Pet Shop Pets on Parade: Pro Awards, Best Campaign Generating Brand Awareness
& Best Retail/Co-Marketing Campaign." Chief Marketer, 3 August 2010. https://www.chiefmarketer.com/littlest-pet-shop-pets-on-parade/; during the event, free giveaways were handed out to customers including posters, flags, stickers, and bags, and even a photo opportunity in front of a large Pets on Parade backdrop. This photo could be printed and framed at the Walmart photo center located within the store. Exclusive deals on LPS packages were promoted, along with lines of newly released pets. Customers were welcomed by employees wearing the Littlest Pet Shop logo on their shirts and aprons, and paraded through aisles that promoted the products.
Participating Kmart stores also hosted the event in MarchKrogerKrazy Staff. "FREE Weekend Activities for the Kids!" Kroger Krazy, 26 March 2010. https://www.krogerkrazy.com/free-weekend-activities-for-the-kids/, offering similar exclusive giveaways, a free checklist poster, an in-store scavenger hunt, and a raffle in which special prizes were given out to the winners. (You can download a high resolution PDF of the scavenger hunt and checklist by visiting this file here.) These prizes included an LPS standee and the LPS Tiger #1487 Chinese New Year set. A few other Chinese New Year pets were also given out in a select number of stores. As with the Walmart campaign, participants paraded around the store and were shown several promotions and discounts that could be taken advantage of during the event. Both store campaigns were a one-day, three-hour session that would start over for the next wave of customers until the evening when the event officially ended.
The Pets on Parade promotion found large success, boosting Littlest Pet Shop sales significantly and gaining traction with new customers. According to Chief Marketer, "More than 210 million impressions were generated, while lpso.com saw a 307% increase in unique visitors over the previous month."
==Pets on Parade Video==
==Archives==
The original website, www.lpspetsonparade.com has since been taken down and can be explored using the Internet Archive’s Wayback Machine. All images and media, however, have been removed from the site; one can peruse the contest terms and conditions, as well as any written features that were salvageable within the archives.
==Gallery==
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==Citations==
Category:Littlest Pet Shop
Category:LPS
Category:Events and Promotions
Category:Pets on Parade