Uber Eats and PetSmart Created "The Best Pet House Ever"
Laura McQuarrie — September 18, 2023 — Marketing
References: adweek
To celebrate PetSmart as one of its newest vendor partners, Uber Eats opened the doors to The Best Pet House Ever pop-up. The over-the-top, cartoonish house complete with a white picket fence showcased the treats available for all types of pets. The multi-room dream house for pets included a large-scale bird bath, a gourmet kitchen, comfortable dog beds, a faux garden and a branded PetSmart bowl on the outside.
Stationed in Domino Park in Brooklyn’s Williamsburg neighborhood for a short time, this pop-up spoke to a new generation of pet owners who value the utmost care and convenience.
Beyond tapping into Millennials' tendency to dote on their pets, the collaborating brands tapped into pet parents' love of browsing on Zillow with a shoppable listing.
Stationed in Domino Park in Brooklyn’s Williamsburg neighborhood for a short time, this pop-up spoke to a new generation of pet owners who value the utmost care and convenience.
Beyond tapping into Millennials' tendency to dote on their pets, the collaborating brands tapped into pet parents' love of browsing on Zillow with a shoppable listing.
Trend Themes
1. Over-the-top Pet Experiences - This pop-up showcased the trend of providing extravagant and immersive experiences for pets, appealing to pet owners who seek unique and memorable experiences for their furry friends.
2. Branded Collaborations - The collaboration between Uber Eats and PetSmart demonstrated the trend of partnering with well-known brands to create innovative and eye-catching experiences, attracting customers through the power of collaboration.
3. Shoppable Experiences - The inclusion of a shoppable listing in this pop-up exemplified the trend of integrating e-commerce into physical experiences, allowing consumers to conveniently purchase products while experiencing the event.
Industry Implications
1. Pet Retail - The extravagant and immersive pet house pop-up showcased disruptive innovation opportunities for pet retailers to create unique and captivating in-store experiences, enhancing customer engagement and loyalty.
2. Food Delivery - The collaboration between Uber Eats and PetSmart demonstrated disruptive innovation opportunities for food delivery companies to partner with pet-related brands and create exclusive and memorable experiences for pet owners.
3. E-commerce - The integration of a shoppable listing in this pop-up indicated disruptive innovation opportunities for e-commerce platforms to leverage physical pop-up events as a way to generate sales and create interactive shopping experiences.
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