Interactive Site for Meow Mix
September 8th, 2007 Posted in NewsOne of the campaigns to promote Meow Mix is for Del Monte Food to partner with internet advertising agency called the Omnicom’s Agency.com who formulated an interactive website for Meow Mix cat food. This campaign is part of the “Think Like a Cat” campaign which imposes the use of Meow Mix brand as the consumer cat food.
The website is developed to be interactive so that cat pet lovers will be attracted to the brand as it gives a lot of entertaining and fun facts about cats and how they act around their owners. The website is designed in a way that creates a perception of a cat.
According to the director of Marketing at Del Monte Foods about Meow Mix, Brian Ely, they want to establish a website that connects the cat from its owner. “We wanted to build a site that helps these consumers build stronger relationship with their cats. If you can understand cats better, then you can have a better relationship with your cat”, he said.
Meow Mix brand is given life though its online site at www.MeowMix.com by various interactive activities such as videos about different cats and songs about meow mix which one can sing along to. Theses videos are designed over a living room setting where the pet-parent consumer can enjoy to.
Aside from this, visitors to the site can scroll over the different cats and play with them as if they were their pets. The cats behave in a lively manner such as playing the ball of yam, swatting over a fish bowls oar eating Meow Mix food. Cats even appear to speak through speech bubbles with words such as “See the treats that really get me purring.” or “Would you like to treat me to a delicious treat already?” The speeches will connect the visitor to a link of meow mix products and can even play games connected to the link. There are also links to the information on cat physiology, diet, mythology and behavior. In addition, an academy for Meow Mix is also available where one can get a better understanding about the cats and their owners. This Meow Mix academy is sort of a course to give such relevant pet-parent relationship. Furthermore, once on the site, the visitor is encouraged to sign up and recommend the website to a friend.
Aside from the interactive design of the website as a marketing attraction, they also offer a sweepstake in the site where the visitor can have the chance to win a weekend with a culinary treat in various locations that includes Las Vegas, New York and San Francisco.
Lastly, Meow Mix promotional campaign also includes TV and radio advertisements as well as promotional events in stores. These events will take place in Pittsburgh to San Francisco this fall. An invitation through an SMS message to the mobile phone of some selected customers will be sent to take part on the occasion. “These events will draw brand awareness as well as increased sale for the retailers”, added Ely.
