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Special Project

Special Project
From the 3rd Annual Shorty Social Good Awards

Kitten Bowl V

Finalist in Television


Introduce W25-54 Kitten Bowl fans to the next installment of this special event and bring awareness to our corporate pet adoption initiative.

Attract new viewers & animal/cat enthusiasts with social tactics that feature our signature over-the-top "cat/kitten" cuteness.

Strategy and Execution

A comprehensive social media year campaign that covered the following:

Live-event support: Coverage of the live taping event on Facebook, via Facebook Live, Twitter, Instagram and Snapchat. Custom Snapchat filter was created for this event.

Super Bowl LII- Kitten Bowl V activation: Kitten Bowl V presented by Hallmark Channel took place live for the first time in a custom "Purrking Lot" stadium located in the Dayton's building within the downtown footprint of the Super Bowl LIVE festival. Kittens up for adoption through the North Shore Animal League played with a football on a string and with other toys to the delight of fans watching through windows as well as live on tv on the Hallmark Channel. Signage commemorated past Kitten Bowl MVPs (like Tomcat Brady), while fans posed with a four-foot-tall "Hissman Trophy." Adult cats up for adoption by the league were also on-site for fans to visit. Some 10,000 fans personally experienced the Kitten Bowl, and 117 kittens were rescued because of it.

Kitten Emojis: Free Emojis, Stickers. Gifs and iMessages themed around Kitten Bowl was specifically created tied to the special -event.

Live Tweeting of the event-#KitenBowl Trended for over 6+ hours the day of the event peaking at #2 just under #SuperbowlSunday

Social Content: Capitalize on trending hashtags and content such as branded images, videos, gifs, memes, motion posters, countdown to Kitten Bowl posts to engage the audience.

Social Interactions: Experiences such as 360 videos, cat center behind the scenes videos, thematic posts centered around pet adoption and cat care, a Digital Cat-lete Card Creator where fans can upload their own pet and share to friends, giveaways with Kitten Trading Cards and VR glasses and Kitten your Selfie digital application with a selfie filter with our cat-lete kittens resonated well with the audience. We also hosted RT to win branded cooler backpacks and koozies, by uploading pics of fans cats/pets watching the show, which went over well and got a lot of submissions!

Influencers: Work with cat personalities such as Nala_Cat to do an Instagram takeover and other cat influencers. Also, partnered with lifestyle/women bloggers and influencers in our core audience who helped live tweet in addition to the blog coverage.


HALL's special "Kitten Bowl V" was 2nd most social non-sports cable program of the day..

Compared to last year, "Kitten Bowl V" generated +25% more Social Media Interactions (2018: 322,300 across Facebook, Instagram and Twitter vs. 2017: 257,400 across Facebook and Twitter).

Total Impressions for Kitten Bowl V was 81% more than Kitten Bowl IV.


Entrant Company / Organization Name

Crown Media Family Networks


Entry Credits