Meow Mix delivers with games

Share this content:
One of the Cat Capades games is called “I can has kibblz?”, playing off a popular Internet meme
One of the Cat Capades games is called “I can has kibblz?”, playing off a popular Internet meme

DelMonte's Meow Mix brand cat food has debuted a new interactive campaign to go along with its “Think Like a Cat” game show and to promote the launch of its Wholesome Goodness product line.

The game show, which aired on Novem­ber 15 on the Game Show Network, fea­tures cats and their owners competing for the chance to win $1 million. Omnicom's has extended this TV effort with a series of 10 online interactive games called Cat Capades, in which users show off their feline instincts by facing the every day adventures of a housecat. Users can play one or all 10 games to build up their Cat IQ and then send a challenge to friends. It includes the oppor­tunity to win pet-related prizes.

In addition, one game from the series, “Get Toes,” is featured in an in-banner execution and can be placed as a widget on a social network.

“We know that cat parents feel a kinship with their cats, and it's not uncommon for them to ‘know' what's going on in their heads — what they think and feel,” said Alison Olsson, account executive for, in an e-mail to DMNews. “We knew this would be especially fun for cat lovers, because they are familiar with many of the cat behaviors highlighted in the games.”

The campaign is aimed at people who view their cat as more than just a pet, and more like a family member. Digital was the natural channel for these games.

“Our target is the fastest growing casual online gaming audience. Online games create an immersive and positive experi­ence to deepen the user's engagement with the brand,” said Daniel Romanoff, senior associate brand manager for Meow Mix, in an e-mail to DMNews. “Additionally, it allows us to contextually incorporate brand messaging and product informa­tion, as well as interesting cat facts.”

The digital games are part of an inte­grated campaign that also includes PR, free-standing inserts and in-store sam­pling. However, the “Think like a cat” campaign is not Meow Mix's first foray into the interactive space.

Last year, the brand worked with to create an interactive expe­rience using photos and videos on

The site involved videos of a variety of cats, humming the well-known Meow Mix theme song, super-imposed over a living room setting. Consumers could scroll over the cats to bring them to life and play with them.


Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above