Meow Mix: Match & Make a Million

To find the Brett Somers-Charles Nelson Reilly of human-cat coupledom, Del Monte’s Meow Mix is holding a mobile tour that could culminate in a $1 million match game airing on GSN this fall.

The “Think Like a Cat” campaign was created by multi-disciplined agency TracyLocke, Dallas, and kicked off the first of eight mobile tour stops June 14 in Chicago. At audition events, pet owners test their knowledge of cats in general and their pet specifically, and take headshots and screen tests with their beloved furballs. Local radio station talent will be on hand to broadcast the activities and give out Meow Mix samples and swag.

There will be account-specific executions in retail chains such as Petco and Publix. Other stops: New York, Tampa,  Dallas, Denver, San Francisco and Portland, Ore. The tour concludes in Los Angeles on Aug. 3.

Media support for “Think Like a Cat” will include broadcast, print, radio and digital marketing. Last year, pet owners were taught how to "Think Like A Cat" via the Meow Mix “Acatemy.”

Agency.com developed www.meowmix.com and its quiz show microsite with games, audition tour clips, cat facts and informative vignettes. Meow Mix “parents” can share the site with friends, play games and vote on their favorite clip. The winning one will be featured on GSN Live.

Eight kitty/parent teams cast from the auditions will compete on the 30-minute game show, which airs on GSN on Nov. 15. Newlywed Game-esque rounds of competition include "How well do you know your cat?" and "Fun partner activity." Yeah, it's all "fun" and game shows until somebody loses an eye...

Comments

[Kristy]

Enjoyed the story...I know a few cat lovers who are one with the their cats and should definitely try out!

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