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IAMS was looking for new ways to maintain momentum, and secure its position as the best choice for over 25 million (and growing) multi-cat households in the US. Our challenge was to take a media budget of $0, get cat lovers talking and prove that IAMS understands the unique connection between cats and their owners. Oh, and we also wanted to drive coupon downloads and purchases.
With lots of slightly insane and very dedicated cat lovers in the office, it didn’t take long to come up with some concepts. The idea of staring contests, with cats as the heroes, quickly came to mind. From there, it was a matter of devising some very straightforward game logic and creating a platform that used coupons and discounts as prizes. To promote the experience, we created rich media pre-roll ads that were slotted into some old IAMS remainder media inventory.
Have you ever done a shoot with cats? We love them deeply and we needed every ounce of that love to get through the experience. Once we had the footage we needed, we knew that keeping file size in check was crucial, so we used a combination of static imagery and video to simulate facial and eye movements while still keeping file size low.
As users “competed,” they received coupons with personalized coupon codes. This allowed us to track a user’s online behavior and correlate it to their coupon redemption, including products purchased and amount spent.
32% of visitors requested a coupon.
Based on percentage of opt-ins, referrals and coupon downloads, this was the most successful promotion in IAMS history.