To change people's negative impression of cat owners, we created a :60 spot called We Are Cat People for Purina Cat Chow that aired nationally on the Academy Of Country Music Awards, featuring real people dispelling myths and encouraging viewers to tweet why they're a cat person. Immediately after it ran, #catperson, #WeAreCatPeople and #Purina trended globally on Twitter. To further express pride in cat ownership, every Tweet was live-streamed to billboards in Times Square, NYC—and then a picture was taken and retweeted to that person for sharing. All of which continued to fuel our incredibly vibrant Facebook community. #meow