Meow Mix House
Grand Central Marketing has been creating
groundbreaking promotional events for The Meow Mix Company for four
years, including the Meow Mix Café, the Meow Mix Gold Medal Games, and
the Meow TV Talent Search.
In June, 2006, GCM and Meow Mix once again made
international headlines with The Meow Mix House—the world's first
reality show starring cats. Ten cats from shelters across the United
States were flown to New York, where they lived together in a
custom-built house situated in a Madison Avenue storefront. Webcams
throughout the house, allowed consumers to observe the cats 24-hours a
day at www.meowmixhouse.com.
People could vote for their favorite cat on the website or by visiting
the house in person. The "cat-testants" competed in a series of
tongue-in-cheek challenges, including a climb-a-thon and a purring
contest, as they vied for a job as "Feline Vice President of Research
and Development" at Meow Mix. In reality, all of the cats were winners,
since they were all adopted into permanent homes after being "voted
out" of the house. Edited highlights from The Meow Mix House aired in a
ten-week series of three-minute episodes on Animal Planet.
The Meow Mix House generated over 150 million media impressions.
It was profiled on The Today Show, the CBS Early Show, E! News Daily,
Fox NewsChannel and Inside Edition, and was the subject of articles in
Newsweek, the New York Times, Associated Press, The Globe, The Daily
News and the New York Post, as well as hundreds of print, broadcast and
internet stories worldwide. In addition, The Meow Mix House attracted more than 1,000
visitors a day to its storefront set and the website received 120,000
votes and more than 2,000,000 unique visitors!
GCM was responsible for concept development, public relations,
event production, set production, website design, shelter outreach,
staffing, and sponsor procurement.
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Read the Meow Mix House Press
