The Litter Luxury.
Litter Genie is not just a litter disposal system. Nope. It's a litter luxury. It's the golden toilet of litter. And who are golden toilets for? Rock stars. And who is litter for? Cats. And where are cats rock stars? The internet. And thus our campaign was born.
The music videos were just the beginning. We continued the campaign with a Twitter rap battle featuring Big Boi and T-Pain as well as a partnership with the social cat photo site, "I Can Have Cheeseburger.." See how it all went down in the case study.
This small social campaign for a pet product created quite a bit of press appearing in the New York Times, Fast Company and was AdWeek's editor's pick.