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Special Project

Special Project
From the 5th Annual Shorty Social Good Awards

Kitten Bowl VII

Finalist in Animal & Wildlife, Entertainment


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  Stories and Live and Snapchat. Custom Snapchat filter was created for this event. 
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.
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 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.
Talent Support: Facebook/Instagram Lives , Instagram Takeover with Beth Stern during her media tour to highlight the importance of adoption, Dedicated posts on talent’s social channels highlighting the cause of pet adoption and driving tune-in, Countdown shout-outs and videos and live-tweeting with talent/hosts


HALL’s premiere of “Kitten Bowl VII” was Sunday’s #2 Most Social non-sports program Special airing a new episode across cable (New Docs & Special Interests and New Special Programs only), generating 29,950 Social Media Interactions combined across Facebook, Instagram, and Twitter, beating key competition.


Video for Kitten Bowl VII

Entrant Company / Organization Name

Crown Media Family Networks


Entry Credits