Nestlé Purina is making sure cats rule the internet on National Cat Day, with a 24-hour live-streaming “Catathon.”
Set to take place Oct. 29 at the “Friskies Playhouse” — a space within Toronto pet centre Purina PawsWay — the event (which is being streamed via Periscope) will feature a group of cuddly kitties batting around toys, climbing play structures, and in all likelihood, taking a few catnaps.
The effort, however also has a more serious component. It’s both an adoption event and an effort to raise awareness and funds for shelter animals. All the cats featured in the live-stream are adoptable, and Purina (in conjunction with long-time partner the Toronto Humane Society) are encouraging cat lovers to bring one home.
“[The Toronto Humane Society] has so many animals there that are just waiting for people to take them home, so we want to do anything we can do to help, and help them have a good life while they’re there,” said Dean McNeill, manager, PR and corporate communications, Nestlé Purina PetCare Canada.
“We also want to increase awareness and help people realize how many animals are in need of homes, and help them find their forever homes. All of these things are really our driving reasons for doing something like this.”
During the event, which begins at 8 a.m., the brand will donate $1 to the Toronto Humane Society for every tweet with #purinacatathon, and for every cat adopted from the Toronto Humane Society on Thursday, Purina will donate $100 (to a maximum donation of $10,000) to the shelter.
The brand is promoting the initiative through PR, across its social channels and with a dedicated website.
Creative, strategy, media and PR was handled by Purina Canada’s in-house HyperLab team.