9 reasons your marketing should include cats

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Kia centered an entire digital campaign around a cat

Let's begin by looking at an example of a major brand that took a chance with cats and found huge success. In 2011, H20 Media decided to promote the Kia Picanto in a digital campaign that set the bar for online innovation. The brand could have simply repurposed this Picanto commercial:

But instead, it decided to extend the story and craft a digital campaign that was told from the perspective of Henry the Cat, the co-star of the ad. On an interactive website, the cat takes us on a tour of the car and its features. Henry walks (on cat level) the visitor through an experience and displays the features, jumps in and out of the car, and watches funny videos with the visitor as they learn about the product.

9 reasons your marketing should include cats

In addition, a Facebook app was created called the Roaar-O-Meter where you can record yourself roaring using a webcam and microphone. Depending on how loud you are, the sound is transformed into either a lion's roar or a kitty's meow. There's a high score list, multiple sharing features, and a "challenge friends" function so friends can join in. This social integration gave people the ability to engage personally with the brand, all through the lens, perspective, and context of a cat.

9 reasons your marketing should include cats

They also created the Fight for your Picanto app for game-orientated users. It's basically a G-rated Mortal Combat, except you use adorable felines as your fighting friends. A new touch control system was developed specifically for the application. You can challenge your friends to a cat fight all while being visually branded by the Kia Picanto.

9 reasons your marketing should include cats

Kia was able to create an amazingly successful traditional commercial, digital interactive campaign, social strategy, and mobile gaming app all from the context provided by this little guy:

9 reasons your marketing should include cats

Next, we'll see how Kia took on internet memes as well.

 

Comments

Ashten Travis
Ashten Travis March 22, 2013 at 7:28 PM

I feel like cats are taking over the internet. Cats are a great pick me up! A good related article http://tinyurl.com/asoyfbe said a lot of millennials are fueling this cat love.

Martin Samson
Martin Samson March 19, 2013 at 11:06 PM

clever. but was hoping for more substance from a lead article.

David Zaleski
David Zaleski March 19, 2013 at 10:07 PM

Totally. Cats have a place at the table!

Brylee Flutey
Brylee Flutey March 19, 2013 at 8:59 PM

This is amazing. About time the Cat's in ads phenomenon was explored!

Brant Emery
Brant Emery March 19, 2013 at 11:26 AM

And here was I thinking you were going to say CATS was an acronym for Cunningly Audacious Tactically-driven Strategy. But no, you literally meant cats. LOL