The Meow Mix Gold Medal Games

Client/BrandThe Meow Mix Co.Lead AgencyGrand Central MarketingOther AgenciesTRC Productions Time FrameJune-July 2004ObjectivesThe client's primary objectives were to create an interactive, multi-venue event that would expose consumers to Meow Mix's products; convey the brand's fun, irreverent nature; reinforce the brand's mission statement as a company that cares about cats; and generate positive national and local publicity.Target AudienceThe target audience was cat owners, both those already loyal to the Meow Mix brand as well as families who did not currently use Meow Mix but were open to trying it.StrategyThe solution was to create The Meow Mix Gold Medal Games, a fun competition in which consumers took part in games based on activities cat owners do to keep their pets happy. Participants vied for the title of "America's Top Cat Lover" by going head-to-head in games like Feeding Time, Hairball Toss, Litterbox Cleanup, Time to Unwind and Victory Lap.Participants competed in groups of three, and everyone who took part was awarded a gold, silver or bronze medal. In addition, for every person who participated, Meow Mix donated one pound of cat food to an animal rescue group headquartered in the event city. The local partners also conducted cat adoptions on site at each event. One gold medalist was randomly chosen to receive a diamond and gemstone cat collar with a matching pendant valued at $5,000.The Gold Medal Games were held in eight cities over an eight-week period in June and July. Venues, which consisted of fairs and festivals as well as stand-alone events, included Faneuil Hall in Boston, New York's South Street Seaport, the Manayunk Arts Festival in Philadelphia, the Taste of Minnesota in Minneapolis, Taste of Clark Street in Chicago, KidSpree in Denver, the Third Street Promenade in Santa Monica, and the Washington County Fair in Portland.Important FactorsOne factor that enhanced the success of the Meow Mix Gold Medal Games was that it coincided with the Summer Olympics in Athens, Greece. We were able to leverage the heightened consumer and media interest in the upcoming Olympic Games by offering consumers the opportunity to compete in the "Olympics for Cat Lovers." The Olympic tie was further strengthened when 1996 gold medalist Kerri Strug participated in the Gold Medal Games event in New York and made media appearances on behalf of the program.ResultsThe Meow Mix Gold Medal Games met all of its objectives. More than 4,700 consumers participated in the eight events. Correspondingly, more than 4,700 pounds of Meow Mix cat food were donated to local animal shelters, which were able to process more than 100 adoption applications from people who attended the events. More than 125,000 Meow Mix premiums were distributed, including medals, T-shirts, wet and dry food samples, puff balls, foam masks and Meow TV CDs. In each market, the Gold Medal Games spokesperson appeared on morning TV shows, event highlights aired on the evening news, and stories ran in local newspapers. In all, the Meow Mix Gold Medal Games generated 14.9 million broadcast impressions and 46.6 million print impressions.

The Meow Mix Gold Medal Games

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