Royal Canin is giving adoptable shelter dogs in key markets makeovers and offering pet owners the chance to win a makeover for their pet (which includes a vet and groomer visit along with Royal Canin pet food).
Their pet makeover website houses before-and-after photos of the shelter pets along with the entry form for the sweepstakes. Pet owners are encouraged to share their own pet transformation stories with the brand on Facebook and Twitter, but the promotion lacks a true engagement mechanism, whether deeper stories on the shelter dogs or more incentive for pet owners to share their own pet makeover stories.