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 Agency.com 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 Agency.com, 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 Agency.com to create an interactive expe­rience using photos and videos on www.MeowMix.com.

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.

close

Next Article in Marketing Strategy

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

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