The campaign promotes the retailer's in-store My Pet Pals workshops where kids can learn how to look after pets responsibly. The nationwide touch-screen campaign is running in 38 cinema locations in close proximity to Pets at Home stores.
The activation awards the top ten players by entering their names on the leader board and issuing voucher codes to spend in-store, with location-specific directions to their nearest Pets at Home store.
Tim Dowling, head of external communications at Pets at Home, said: "Interactive digital screens are a new marketing channel for Pets at Home.These screens are targeted in locations where we know families are spending time together - allowing people to experience our brand in a fun and interactive way. The campaign incentivises participants to visit the store which is very close to the 38 cinemas."
The interactive and geo-targeted campaign was created by John Brown Media, with production and game build by Grand Visual.
It was planned and booked by Carat Manchester and Posterscope, and runs in Vue, Odeon and Cineworld cinemas in England and Scotland until the end of September.
Earlier this month Fetch, the online pet store from Ocado, created a giant dog bowl to remind pet owners to keep their animlas hydrated.
Dogs Trust opened the first MicroChippy, a pop-up diner that offers dog owners the chance to enjoy a meal with their furry friends over Valentine's weekend.
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