By Chantal Tode
June 27, 2012
The app supports launch of new cat food line
The free alarm clock app enables cat owners to record their cats purrs as alarm wake-up sounds and personalize alarm screens with photos of their cats. The launch activity for the new cat food line also includes a Facebook promotion offering free samples to users who Like the brand.
Our new line of breakfast-inspired meals for cats, Fancy Feast Mornings Gourmet Cat Food, is made with poultry or seafood, garden veggies and real egg, and celebrates the moments cats and people share in the morning, said Amanda Culbertson-Kraemer, brand manager for Fancy Feast, St. Louis, MO.
The MorningPurr app takes that celebration to the iPhone,she said. People can upload their cats purrs to use as alarm clock wake-up sounds, and personalize alarm screens with photos of their cats.
Its our first app, and it should be available for free download through the App Store by early July.
The new Fancy Feast Mornings Gourmet Cat Food line was developed to address the number of cat owners who like to share special moments with their pets in the morning.
A recent survey by Fancy Feast found that more than 60 percent of cat owners say their cats are most eager to get their attention in the mornings. Additionally, nearly 45 percent of cat owners feed their cats first thing in the morning and more than 70 percent are awakened in the morning by either their cats or an alarm clock.
Among those who are awakened by their cats, more than 50 percent said their cats wake them up by meowing.
The marketing activity in support of the launch also includes a Facebook promotion. Morning Missions announcements began appearing on the Fancy Feast Facebook timeline on June 25, encouraging users to unlock free samples by completing “Liking” Fancy Feast on Facebook.
While this is Fancy Feasts first app, the brands owner Nestle Purina PetCare has been active in the mobile space, having launched mobile apps for several different brands.
The list of apps includes the Purina Guide for Veterinarians app, the Petcentric app, Friskies Call-A-Cat, GI Diagnostic, Friskies JitterBug and Cat Fishing 2.
We hope people enjoy using the app to ensure they never miss out on their special morning moments and rituals with their cats, even when away from home,Ms. Culbertson-Kraemer said.
Chantal Tode is associate editor on Mobile Marketer, New York