Every year, Fresh Step Litter hosted the premier film event for…wait for it…cat lovers — aptly named “Catdance Film Fest.” Yes, just take Sundance and remove the ‘sun’ and add ‘cat.’
Cat lovers from around the world sent in their self-made videos starring their cat for a chance to have their pet featured on the big screen at the Film Festival. To promote the event, Fresh Step charged us with creating a fun teaser promo that would ramp up excitement around the furry festival.
The result was Make Meow a Star, a fun online promo at freshstep.com, which let users upload a photo of their cat into pre-seeded, fun (and slightly familiar) movie posters. The best part for users? One lucky, randomly selected winner got the chance to head to Park City, UT, for Catdance. The best part for us? The site drove major traffic and continued to build the brand’s whimsical, cat-friendly tone. Meow that is the biggest win.
