PetSmart tied in to the designation of July 15 as "National Ice Cream Day" by offering a free canine-friendly ice cream sundae and a souvenir photo to shoppers who visited a store with a PetsHotel boarding center with their dog from July 14-15. The treat is offered year-round as an add-on for dogs staying at the PetsHotel overnight or attending Doggie Day Camp. The retailer also used the occasion to promote is services by hosting tours of the facilities.
A July 12 email blast promoted the event and linked to an e-commerce page for a pair of ice cream cone dog toys from private label Grreatt Choice. Facebook, Twitter and Instagram updates supported, with some of the activity depicting social media celebrity Tinkerbelle the Dog posing with the ice cream toys.