Friskies Stages Its First Experiential Activation
Nestle Purina PetCare’s Friskies ran its first experiential activation on Aug. 20 as an extension of the Certified Frisky campaign that kicked off in May.
The brand partnered with Momentum Worldwide to create a Cat-lectibles booth at Anime NYC. Attendees could upload a photo of their cat to turn into a custom trading card to take home along with a box of Friskies samples. Cat-focused content creators Nathan Kehn and Gasper D'Anna appeared at the booth and plugged the activation on their platforms. Convention goers could enter sweepstakes awarding a 3D-printed figurine, hand-illustrated poster, and retro lunchbox based on their cat.
The activation was a huge success, driving repeat visits and inspiring lines that wrapped around the shop. Friskies extended its activity on the show floor, interviewing attendees about cats in anime. The Cat-lectibles shop will also appear at Rose City Comic Con in Portland, Oregon, on Sept. 11, and FanX in Salt Lake City on Sept. 24.
“Dog love lives out loud — in parks, on patios and everywhere dogs are welcome,” Cesar Vallejo, vice president, group creative director, North America at Momentum, said in a statement. “With Cat-lectibles, Friskies followed its cat-like curiosity somewhere unexpected: pop-culture conventions, where we made it possible for people to celebrate their cats through the lens of the fandoms they love.”
Friskies unveiled the Certified Frisky platform in May to celebrate the passion people have for their cats. The brand tied it to Purina’s sponsorship of U.S. Soccer with posts from two-time Women's World Cup champion Brandi Chastain and pet influencers. Whenever the U.S. men’s soccer team scored a goal, the first 5,000 myPurina App Rewards members to submit a request received a coupon for a free 12-pack.
