16 OCT 2020
MediaCom helps Mars release Halloween Horror film for cats
Working with Mars’ Petcare brand, Temptation MediaCom worked to release a Halloween horror film for you guessed it, cats. The brand premiered “Scaredy Cat,” a horror movie for cats, on YouTube, Amazon, and through a paid promotion with Roku devices.
The four-minute movie follows a cat through a haunted house, until the story culminates in the kitchen with the feline’s worst fear — a cucumber. The story was inspired by the countless internet videos of cats being startled by these seemingly ordinary vegetables. The Temptations brand worked with the Waltham Petcare Science Institute to enhance the movie with specific sound frequencies aimed to capture cats’ attention. Arriving during a year when more consumers are likely to be celebrating Halloween at home because of the ongoing pandemic, the brand has created a film for cat owners and their pets to enjoy together.
The promotional campaign for the movie was developed to mimic a blockbuster movie launch, including a teaser trailer, movie reviews from famous cat influencers, an IMDB page and a Friday night movie premiere, as well as organic social content from the brand’s channels, custom content from cat influencers and PR support.
Check out the video here.