FOX Sports' Michigan State property and my good friend John Tull sold and activated the Pet of the Game for the 2016. They leveraged social media submissions and voting in concert with gameday experiences and in-venue announcement to really acheive great objectives for the group of sponsors.
1. People are passionate about pets... So a well promoted pet campaign like this one, usually has high participation.
2. Easy access to submit your photos. (social media) Easy promotion in-venue that is consistent throughout the year.
3. One word for this to take home, is Consistency - This is promoted before the season, throughout the season, and culminates with a Pet of the Year Grand prize winner at the end of the season.