Temptations Turns to Experiential Marketing
Bodega cats are beloved in New York, with the felines keeping small shops rodent free while delighting customers by greeting them at the door or just finding funny places to sleep. Mars’ Temptations is celebrating these hard-working animals by setting up an immersive pop-up in Manhattan from Sept. 17-19.
Visitors to the Temptations Cat Bodega can pick up free samples of Temptations treats, play claw machine games, and take photos in an oversized cat condo. They can also pick up scratch-off tickets for the chance to win 3,000 prizes including treats, hats, T-shirts and pins.
Consumers outside of New York will be able to play a digital version of the scratch-off game from Sept. 17-26 through temptationstreats.com/CatBodega. That promotion awards thousands of prizes including co-branded 100 Thieves hoodies and bodega bundle treat prize packs. The campaign page will also allow consumers to virtually gift treats to working cats around the country.
"Bodega cats are the best part of the bodega or corner store experience, and they're deserving of far more than just internet fandom," Lukasz Wysoczanski, Mars Pet Nutrition North America vice president, care and treats, said in a statement. "The Temptations Cat Bodega, where treats are always free, is a homage to these hard-working cats and a way for fans to celebrate them for the stars they are. We're excited to put our spin on the iconic bodega experience and give cat lovers everywhere a chance to show their local corner cat some love with free treats."
The brand partnered with former "Saturday Night Live" cast member Heidi Gardner, who has three cats, to promote the campaign. She teamed up with SubwayTakes creator Kareem Rahma for a sponsored version of the show, which has 3.8 million followers across TikTok and Instagram.
"The magic of a true NYC bodega is that it's the only place on earth where you can buy an iced coffee, long-stem roses, and cat treats all in one stop," Gardner said in a statement. "If you're really lucky, the 22-year-old cat who actually owns the store might acknowledge your existence. I love how the Temptations Cat Bodega has nailed the hometown energy, but this time, the bodega cat gets to be the total center of attention."
The pop-up is part of a trend of cat food brands using experiential marketing to connect with passionate pet owners. Nestle Purina PetCare’s Friskies ran its first experiential activation in August at Anime NYC, and is continuing the campaign with activations at conventions in Oregon and Salt Lake City in September.
