Taking advantage of the popularity and ease of photo sharing on the mobile platform, Whiskas have launched a fun campaign to engage cat owners over the festive period with their new iPhone app Whiskas ‘Earster’ Cats.
Playing on the undoubted viral nature of cute cat pics and the Easter festive season, ‘Earster’ cats is sure to have many cat lovers snapping photos and sharing with friends over the extended weekend and beyond.
The light-hearted app harnesses all of the enjoyable elements of theiPhone. Users start by taking a photo of their favourite feline friendand overlaying a pair of Easter Bunny ears. They can then shake theiPhone to toggle through various fun ear options. These images can thenbe shared on Facebook for increased viral spread.
Mars Petcare saw this as a chance for Whiskas to celebrate and sharethe love of cats in a highly engaging fashion. “It’s also just a funway to involve the whole family, cats included, in your Eastercelebrations”, says Philippe Dulawan from Mars Petcare.
Concept and execution for development of the app came from Sydney basedmobile application specialists Creative Licence Digital, who sought toengage the cat loving population in a new and intriguing way.
“Apps of this nature offer unparalleled engagement. Elements like anin-app gallery for consumers to share and view their photo creationsmean we can command attention a lot longer than traditional media”,says Darren Winterford, of Creative Licence Digital.
“Campaigns such as this are a great reminder that when executed wellonly a few simple ingredients are required to both engage and excite anaudience.”